Too Good To Go tackles ‘Best Before’ food waste

The ‘Look, Smell, Taste, Don’t Waste’ campaign, which launched today (26 January), already has 25 brands signed up and Too Good To Go is calling on others to follow suit. The campaign will see brands switching products from ‘Use By’ to ‘Best Before’ labels where appropriate, as well as giving on pack reminders to consumers to use their senses to decide whether to eat food past its best.

New research conducted by Too Good To Go suggests that in the UK, 45% of adults are confused about the true meaning of ‘Best Before’ labels on food. When it comes to checking whether food is good to eat or not, 39% of Brits do not use their senses to make a decision about food that is past its best, leading to food being thrown away unnecessarily.

Arla (Cravendale), Bel Group (The Laughing Cow), Danone (Danone, Actimel, Activia, Oykos, Light & Free), Emmi UK (Onken & Beleaf), Nestle and Savencia (Saint Agur Creme) have signed up to the campaign.

Product lines from these brands will include a new pictogram, created by Too Good To Go, to remind consumers to trust their senses instead of just relying on “Best Before” date labels.

Also joining the campaign and providing ‘Look, Smell, Taste, Don’t Waste’ messaging to consumers via promotional materials and product line communications are: The Bay Tree, Loving Food, Alternative Foods (OGGS), Greens for Good, The Cornish Cheese Co, Dunsters Farm, Sea Chips, SpareSnacks, Nibs Etc, Glorious Game, Eat Love Raw, Punchy Drinks, Dash Water, and Fruity Packs.

Jamie Crummie, co-founder of Too Good To Go, said: “Date labelling has long caused confusion and unnecessary food waste in the UK. If we are to make significant strides to reducing food waste, we need to take action now. This is why we’re launching our national, industry-wide ‘Look, Smell, Taste, Don’t Waste’ campaign.”

Harriet O’Regan, director for milk at Arla, added: “Having previously been the first in the milk category to make the switch from Use By to Best Before, helping consumers reduce food waste is something that Arla and our farmer owners are extremely passionate about. Milk is one of the most wasted foods in the home, so to extend our previous work in tackling label confusion and support the ‘Look, Smell, Taste, Don’t Waste’ campaign is another way we can play a part in reducing the amount of valuable milk that ends up being poured away.

“As part of our commitment, we will be rolling out the campaign messaging on Arla Cravendale milk to help consumers use their senses instead of relying on date labelling.”

Stefano Agostini, chief executive of Nestlé UK&I, commented: “Nestlé will be rolling out the new labelling on a progressive basis, across key products produced in the UK and Ireland, to support consumers in the war on waste.”

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