Revolutionary “Bump Tag” to combat food waste

Groundbreaking research aims to empower consumers and promote sustainable food choices.

The University of Reading is proud to announce its collaboration with Mimica on a cutting-edge project aimed at reducing food waste and promoting sustainable consumer behaviour. This initiative, funded by EIT Food and the European Union, seeks to address critical challenges in the food industry and empower consumers to make more informed choices.

Tackling Food Waste and Promoting Sustainability

With 60% of food wasted by EU households still being perfectly edible, there is an urgent need for innovative solutions to combat unnecessary waste. The University of Reading's involvement in this project will focus on measuring the impact of Mimica's revolutionary "Bump Tag" technology on consumer behaviour and waste reduction.

Dr Rachel McCloy, lead researcher from the University of Reading, commented: "Our role in this project is really important in understanding how new technologies can support consumer decisions. We're excited to be contributing to this research, which aims to help significantly reduce food waste across Europe. Ultimately, we want to see innovations like this contribute to a more sustainable food system.”

The Bump Tag: A Game-Changer in food waste reduction

Mimica's Bump Tag is a temperature-sensitive, tactile label that dynamically adjusts to food storage conditions, providing real-time information on food freshness. This technology allows for extended expiry dates on fresh products, potentially reducing home food waste by up to 63% and retail waste by approximately 50%.

Solveiga Pakštaitė, Mimica's Founder & Director, said: "Bump helps print longer expiry dates by considering realistic storage conditions, rather than the worst-case scenarios used by the current expiry date system. We already know it offers significant economic and sustainability benefits for producers, but consumer support is essential for its success. This project will not only deliver our food waste saving technology into the meat and fish industries but also measure how well it helps people make more sustainable food choices."

The University of Reading will conduct a series of consumer tests to evaluate the effectiveness of the Bump Tag in:

1. Helping consumers make more sustainable food choices

2. Reducing overall food waste in households – helping consumers save money and reduce waste

3. Increasing consumer confidence in fresh food products

Collaboration for a Sustainable Future

This 18-month project brings together expertise from Mimica, ABP Food Group, and the University of Reading, to deliver meaningful sustainability and social impact benefits. The research conducted at the University will play a pivotal role in understanding consumer behaviour and validating the effectiveness of the Bump Tag technology.

Dr Rachel McCloy said: "This project is a really good example of how committed we are to applying what we know from academic research to help solve real-world challenges. By working alongside innovative companies like Mimica, we can help develop solutions that support consumers in making choices that are good for the environment and their pocket."

The University of Reading's involvement in this project further cements its position as a leader in sustainability research and its dedication to creating a more sustainable future for all.

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