Circular economy models and sustainable production practices are some of the actions required to achieve the Sustainable Development Goals. Driving innovation at every stage of production to reduce waste generation should be promoted for responsible consumption. The prevalence of anaemia is one of the concerns for achieving food security and improving nutrition. Anaemia due to iron deficiency could be mitigated mainly by food fortification. Nevertheless, iron reactivity presents some technological difficulties to be solved. Some challenges are associated with sensory characteristics, while other difficulties concerning mineral bioaccessibility can appear according to the fortified food matrix. In this chapter, a pumpkin-based iron-fortified food was selected as an example to explain the fortification process. Active coating proposals for improving the product shelf-life and/or iron bioaccessibility will be discussed. In order to contribute to the sustainable development 12-goal, profiting from the main by-products and currents originated in the process will also be considered. Understanding the effects of the variables of this process on the properties of the developed fortified food contributes to thinking about novel strategies for adapting to new challenges and future consumer trends. Avoiding or reducing waste generation should be a key characteristic when selecting the future process for producing fortified foods.