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Nestlé joins 40 brands in Too Good To Go campaign to tackle date label confusion

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Last year, Too Good To Go, the anti-food waste company, launched its industry leading initiative to tackle date label confusion. The 'Look, Smell, Taste, Don't Waste' campaign aims to educate consumers to use their senses instead of purely following Best Before labels. It also encourages food brands to move from Use By to Best Before labels where safe to do so, all in a bid to reduce unnecessary food waste.

Now, one year on, Too Good To Go is celebrating having more than 40 food and drink brands signed up to the initiative.

Jamie Crummie, co-founder of Too Good To Go, said: "We've seen an incredible appetite over the last year from food businesses joining our initiative and helping us to reduce the amount of perfectly good food that is wasted every day simply because of date label confusion. However, 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 in order to make even greater strides in reducing household food waste. I'm'calling on other brands who haven't yet taken the steps to join the campaign to get in touch - we'd love to have you join our food waste movement," said Crummie.

Stefano Agostini, Nestlé UK&I CEO, said: "We've been delighted to support Too Good To Go's 'Look, Smell, Taste, Don't Waste' campaign this past year. We've been rolling out the new labelling across our key products which are produced in the UK and Ireland to build on the work we've been doing to reduce food waste across our operations.

"Our Nestlé Cereals now have the 'Look, Smell, Taste, Don't Waste' messaging on the boxes to make it clear that not all food that's gone past its Best Before date should be headed for the bin."


Latest survey data compiled by Too Good To Go has found that while 64% of British adults correctly understand that Best Before dates mean that the food will not be at its best quality after the date shown, only half (52%) of Brits believe that food past it's Best Before date is perfectly safe to eat. This drops to 44% of 18 to 24-year-olds. In fact, Brits are throwing away £5.84 worth of food a week on average due to it being past its Best Before date.*

The Best Before date is an indicator of quality rather than safety. Food will be safe to eat after the date shown, but it's flavour and texture may not be as good quality. On the other hand, Use By dates are safety measures stating that food should not be eaten after the date shown, regardless of whether it looks and smells fine.

Catherine David, Director of Collaboration and Change WRAP, said: "Date labels can trigger food going to waste in the home, even Best Before dates, so moves like Morrisons from a Use By to a Best Before on milk might sound insignificant, but are in fact huge. This gives people more confidence to use their judgement to decide whether the milk is still good to drink, and not just pour it away simply because the date label has passed.

"WRAP encourages people to apply this personal test to all food with a Best Before date - but never where a Use By appears - and supports Too Good To Go's campaign. The most important thing we can all do is store food correctly at home, and Love Food Hate Waste's A-Z guide takes the guesswork out of that," added David.

Among the more than 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.

To help encourage consumers to use their senses rather than relying on date labels alone, Too Good To Go has partnered with Great British Bake Off 2016 winner and chef, Candice Brown, to develop a set of recipes that utilise products that are past their best. These recipes are available on the Too Good To Go website here and will be shared over Too Good To Go's Instagram over the coming week.

A full list of participating brands can be found here.

For more information on Too Good To Go and the 'Look, Smell, Taste, Don't Waste' initiative visit


Notes To Editors:

Survey results taken from a survey of 2,010 nationally representative UK adults conducted by Markettiers on behalf of Too Good To Go between 14.01.22 and 17.01.22.

*Average calculated using midpoints of answer ranges

Consumers should always check food labels and not consume food after its Use By date.