Hellmann’s tests label to reduce fridge temperatures and food waste

Hellmann’s is testing a special edition Smart Jar designed by illustrator Ellen Porteus that will tell you when your fridge is at the right temperature. By using temperature-sensitive ink, the design changes when your fridge is set below 5℃ to reveal a hidden layer.

Certain foods can last up to 3 days longer in a fridge set below 5℃ (vs 7℃), including milk – one of the most wasted food products in your fridge. Every day 3.1 million glasses of milk are poured down the sink.3

The innovative Smart Jar works as a fridge temperature checker with special ink activating and becoming fully visible when the fridge is below 5℃. Trial prototypes with a unique label design from illustrator Ellen Porteus have been sent to Hellmann’s fans, food waste campaigners and influencers nationwide to raise awareness of food waste during Food Waste Action Week.

We know how important it is to make the most of the food you buy. At Hellmann’s 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.
Rachel Chambers, Senior Marketing Manager of Hellmann’s

Hellmann’s partner, climate action NGO WRAP, also has an online tool explaining how to set any brand of fridge to its correct temperature to help reduce instances of food going to waste – check it out here.

Smart Jar is the latest initiative from Hellmann’s launching during Food Waste Action Week, with WRAP’s Love Food Hate Waste citizen campaign running the theme of ‘Win, Don’t Bin’ during the week of action.

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 like this pilot jar to help us make simple changes in our lives that will pay dividends. Food Waste Action Week is the perfect time to launch this brilliant trial.
Catherine David, Director of Collaboration and Change at WRAP

Hellmann’s seeks to become a force for positive behaviour change – adding to the enjoyment of food, while inspiring people to be more resourceful with the food they have to hand and waste less. Hellmann’s Fridge Night app, launched last year, helps Brits make their food and money stretch further through a 4-week in-app programme of weekly challenges and flexible recipes.

To find out more go to https://www.hellmanns.com/uk/fridge-night.html.

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