10100369Rethinking expiry dates: developing a user-centric system that drives food waste reduction habitsClosedCollaborative R&DInnovate UKFood waste contributes 8-10% of global emissions, and yet 70% of the food wasted in the UK is still perfectly edible (WRAP 2021). A net zero food system is impossible to achieve with the expiry date system staying as it is. Expiry dates are currently based on worst-case temperature journeys due to their static nature. Two-day expiry extensions on perishable foods reduces home waste by 63% (WRAP 2013) and retail waste by 50%, with a further benefit of a 10% sales lift (Retailer study). Bump by Mimica is an award-winning label that turns bumpy when food spoils, based on actual temperature conditions. It provides real-time confirmation of the product's freshness with a uniquely tactile user experience. It cuts unnecessary food waste by showing the true longevity of food. This 12 month industrial research project is to finalise the development of a new format of Bump, aimed at meat, fish and other chilled foods - food categories with highest carbon footprints, which will have the potential to cut waste by 22-29% - important during the cost of living crisis. The project will build on Mimica's existing format, the Bump Cap for beverages, which has been shown to safely extend the shelf life of juice for 97% of household in a trial. A key focus of the project will be testing the innovation with the general public within a living laboratory to ensure it meets user needs and once launched can deliver the maximum potential impact. Testing will be carried out in four phases starting from a usability audit and finishing with a full system demonstration with food industry test partners.