Member - Mimica

Mimica makes accessible, affordable freshness indicators to cut food waste.

Type Startup or self-employed
Founded 2017
Company Size 8
Member Type
Founders Solveiga Pakštaitė
Headquarters London EC2A 4DP, UK
Social network


Mimica is an award-winning design-led UK company with a mission to radically reduce unnecessary food waste caused by overcautious expiry dates. Mimica’s first patented product, Mimica Touch is a biologically active label or bottle cap that turns bumpy when food or drinks spoil, based on actual temperature conditions. Using Mimica Touch enables us to understand the true longevity and one can consume it for longer, safely. It contains a vegan gel that mimics the condition of the food inside the package, with binary indicators (smooth label - food is still fresh, bumpy label - food is not safe for consumption). Our unique gel chemistry is calibrated to different food types and their spoilage characteristics to suit food suppliers' requirements. Having a more accurate and responsive system will reduce food waste and improve food safety and is the logical next step from the current printed date system. We project, based on early trials, that using Mimica Touch will reduce retail food waste by 50% and home waste by 60%. This is because shelf life extension gives retailers longer to sell and consumers longer to eat or drink the food they purchase. Based on these estimates and consumption data verified by Mintel and WRAP, we expect Mimica to save up to 13.6 million tonnes of our first three food groups (juice, milk and meat) from landfill per year in European households alone. Mimica practices the principles of sustainable circular economy. Initially our product will be manufactured from recycled and recyclable material. As we move forward reusability will be maximised. We will manufacture our products close to our customers to reduce transport requirements and support local economies. We work collaboratively to continuously improve manufacturing processes and reduce energy requirements. We aim to sell the labels at around 1 penny per label, a price which is critical for achieving scale and therefore impact. Our first market pilots will launch in Q3 2020, following successful proof of concept work with the dairy industry.
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Headquarters London EC2A 4DP, UK

SDG’s of application

The Sustainable Development Goals are a call to action to end poverty, protect the planet and ensure peace and prosperity everywhere.
Clean water and sanitation
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Affordable and clean energy
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Industry, innovation and infrastructure
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SDG 11
Sustainable cities and communities
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SDG 12
Responsible consumption and production
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Efficient Solutions

Labelled Solutions from Mimica

The Solar Impulse Efficient Solution label seeks to bridge the gap between ecology and economy, bringing together protection of the environment and financial viability to show that these solutions are not expensive fixes to problems, but rather opportunities for clean economic growth.

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