Using heat-sensitive ink, the label on the mayonnaise jar reveals hidden messages and quirky graphics – once temperatures drop below five degrees.
Any foods kept at higher temperatures are likely to go bad at a faster rate – and this includes shop-bought mayonnaise once opened.
Unveiled to mark Food Waste Action Week 2023 (March 6th-12th), the new prototype ‘smart jar’ label was designed by illustrator Ellen Porteus.
Decreasing food waste
This follows a prior study by food waste charity, WRAP which reported the average fridge temperature in the UK is seven degrees – way above the optimum three to five.
Fresh foods like milk, fruit, and vegetables particularly benefit from being stored at five degrees or less – as they can last three or more longer days as a result.
Conversely, harmful bacteria can grow rapidly on any food stored in temperatures eight degrees or higher.
Rachel Chambers, of Hellmann’s, said: “We know how important it is to make the most of the food you buy.
“We’re constantly looking to help consumers reduce food waste and save money and think ‘smart jar’ is an innovative way to get people talking about – and solving – this massive problem.”
The condiment maker’s partner, WRAP, has also developed an online tool explaining how to set any brand of fridge to the optimum temperature – to reduce food waste.
Catherine David, director of collaboration and change at WRAP, said: “Every year more than 4.5 million tonnes of perfectly good food goes to waste in our homes, which could have been eaten.
“This costs the average family upwards of £700 a year – money none of us can afford to waste.
“Incorrect storage is a key trigger for food going off and getting the fridge temperature right can help food stays fresher for longer.
“I’m delighted WRAP has worked with Hellmann’s on this exciting trial.
“We need innovations