Too Good to Go

Over 40 brands are now signed up to Too Good To Go’s initiative to tackle date label confusion.

Last year, Too Good To Go, the food waste company launched the initiative to tackle date label confusion.

Known as the ‘Look, Smell, Taste , Don’t Waste’ campaign it was created to help educate consumers to use their senses instead of purely following Best Before labels.

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The initiative also aimed to encourage food brands to move from Use By to Best Before labels where safe to do so, in a bid to help reduce unnecessary food waste.

Jamie Crummie, co-founder of Too Good To Go in response to the news said that, “what is clear is that this is certainly not a job done.

“There is still a huge amount of consumer education to be done, and there are tonnes more brands who we’d love to join our campaign.”

Latest survey data compiled by the food waste company found that while 64% of British adults correctly understand that Best Before dates means that the food will not be at its best quality after the date shown, only 52% believe that food past its’s Best Before date is perfectly safe to eat.

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Crummie added: “The average Brit is throwing away £303 worth of food a year on average due to it being past it Best Before date.”

Amongst the over 40 brands taking part are some of the nation’s most-loved names. Arla (Cravendale), Bel Group (The Laughing Cow, GoGo squeeZ ), Danone (Actimel, Activia, Oykos, Light & Free), Emmi UK (Onken & Beleaf), Nestlé (Cookie Crisp, Nesquik, Golden Nuggets, Shredded Wheat, Cheerios, Shreddies, Frosted Shreddies), PepsiCo (Tropicana, Copella), Savencia (Saint Agur) and Yeo Valley Organic have all signed up to join the ‘Look, Smell, Taste, Don’t Waste’ campaign.

Some Best Before product lines from these brands now include the initiative’s pictogram, created by Too Good To Go, to remind consumers to trust their senses instead of just relying on “Best Before” date labels. 

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