Leading brands sign up to end confusion surrounding food labels [Video]

Too Good To Go, the social impact company behind the surplus food app, has teamed up with a number of leading Irish brands to address the confusion surrounding food labels and reduce unnecessary food waste.

The Look–Smell–Taste campaign aims to raise consumers’ awareness about the difference between Use By and Best Before labels, encouraging the nation to use their senses to determine if food past its Best Before date may still be good to eat.

16 brands are participating in the scheme, including Guinness Food Products, Ballymaloe Foods, Danone, Kellogg’s, Wexford Cheese, The Plant-It Food Co., and others, and they will now include a new ‘Look-Smell-Taste Don’t Waste’ label on their products to guide consumers.

Musgrave (SuperValu) is also the first supermarket partner to trial the initiative in Ireland.

Research conducted by Too Good To Go reveals that some Irish consumers are confused about the meaning of food labels.

The …