Converting bio-waste into valuable products will contribute to a circular economy. The EU-funded WaysTUP! project aims to establish new value chains for urban bio-waste utilisation to produce higher value products, including food and feed ingredients through a multi-stakeholder approach. The project is set to showcase a rash of new products produced from urban bio-waste-to-bio-based processes starting from different feedstocks, including fish and meat waste, spent coffee grounds, household source separated bio-waste and used cooking oils. In its implementation, WaysTUP! will develop a behavioural change approach with citizens and local communities, improving and changing longstanding perceptions on urban bio-waste. It will also help promote active participation of citizens in the collection of urban bio-waste.