People being encouraged to smell and taste food before they bin it

Anti-food waste innovator, Too Good To Go, has a mission to encourage the nation to reduce waste and destroy common food myths. A survey found that Brits could throw away 10% of their weekly grocery store due to confusion over labels for grocery dates. This translates to up to £ 346 quality with edible food being wasted by households

The new study, which found that 45% of adults were confused about the meaning of “Best Before” labels, was carried out at the launch of Too Good To’s new “Look, Smell, Taste, Don’t Waste” initiative Go released. The company is calling on brands across the UK to build up and address this confusion in an effort to tackle food waste.

Starting this week, customers will be actively encouraged to look beyond their best before dates as the “Look, Smell, Taste, Don’t Waste” messages hit the shelves of some of the UK’s biggest brands. Those who run their weekly grocery store can expect to find The Laughing Cow cheese, Onken yogurt, Activia and Actimel yogurt drinks, Cravendale milk, and many more items from the fridge to the pantry that call the Too Good To go to action contain senses.

The roll-out, for which 25 brands have registered so far, including Nestle, Danone and Arla, is intended to dispel the widespread misconception that food is no longer safe after the specified best-before date. While expiration dates are widely used to advise when to eat food safely, expiration dates are merely an indication of its quality.

According to the survey conducted by Too Good To Go, more than a quarter (26%) fear that eating after the best before date could make them sick and only a third (34%) would serve a meal to friends or family with ingredients after that date.

Of the 2,000 Britons surveyed, a staggering 39% admitted they didn’t use their senses to determine the edibility of food in their closet or refrigerator, and nearly a third (32%) wouldn’t eat yogurt that was past its mark Best Before “date, although it is perfectly safe. Milk is the food product that the British are most likely to test before consuming, and 70% is at the top of the list. Other dairy products like yogurt (59%), eggs (56%) and cheese (44%) top the list.

Too Good To Go’s “Look, Smell, Taste, Don’t Waste” initiative has already made considerable progress in France since it was launched in January 2020 and brought together 54 signatories to the “pact” to clarify consumption dates.

Jamie Crummie, co-founder of Too Good To Go, said, “The confusion on the date label is a major contributor to food waste at home. The truth is that the dates given on the best-before labels are often extremely conservative and that foods can have a much longer lifespan than advertised without any significant degradation in quality. The best way to determine if a food is good to eat is to look at it, smell it, taste it, and trust your own judgment. “

“There are two reasons for this new initiative. First, we want to encourage customers to trust their senses, which ultimately leads to less waste. Second, and perhaps most importantly, we want to challenge brands, big and small, to remove misleading dates so that products only appear where absolutely necessary.

David Moon, Head of Business Collaboration at WRAP said, “It is very important to help people understand dates in order to get the most out of their food to avoid food being wasted. Food with a best-before date can be good to eat for days, weeks, or even months after the date on the package, depending on the type of food and how it was stored. Love Food Hate Waste gives advice on how to store food correctly. We support Too Good To Go’s demand that people use their senses to decide when to eat foods that are labeled with a best-before date. However, it is important to remember that an expiration date is the safety marker and protects us. Food with an expiration date should never be eaten after this date. So we should try to use or freeze these items before they expire. “

This edition is just the latest in the world of food waste that Too Good To Go is fighting around the world. The app, which the company is best known for for social impact, connects users with surplus food from local restaurants, pubs, retailers and suppliers and has saved over 58 million meals from waste since its launch in 2016.

To learn more about Too Good To Go’s mission to tackle food waste around the world, go to


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