Mimica

Gallery Mimica 1
Gallery Mimica 1
July 2020
Headquarters London EC2A, UK
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Mimica - Temperature-sensitive labels and caps that indicate food’s true freshness as an alternative to the wasteful and overcautious expiry date system.

Mimica is an award-winning design-led UK company creating the next generation of food expiry labelling that reduces food waste and improves food safety.

Mimica’s first patented product, Mimica Touch is a responsive label or bottle cap that turns bumpy when food or drink spoils, based on actual temperature conditions. Using Mimica Touch enables the user to understand the true longevity of food freshness so one can consume it for longer, safely. Mimica Touch is a food freshness indicator that works in real-time, matching food spoilage, resulting in an accurate indication. The tactile interface allows access for visually impaired people and has been designed to be compatible with the principles of the circular economy. Mimica Touch can be attached to packages of any sizes and thanks to its low cost (∼1¢ per unit), it can be deployed across the entire supply chain. Mimica Touch significantly reduces the carbon footprint of food waste while increasing profitability and savings for producers, retailers and consumers.

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Key features

  • Using Mimica Touch instead of out-dated expiry dating systems could reduce retail food waste by 50% and home waste by 60%
  • Mimica is expected to save up to 30 million tonnes of food from landfill per year in European households alone (first targeted group: groups: juice, milk and meat)
  • Could save an estimated 125.95 million tonnes of CO2 emissions

Profitability

  • By implementing Mimica Touch there will be an increase of sales by 10%, cuts in retail waste of 50% and cuts in home waste of 63%

Company Profile

Maturity Stage

  • Medium and large scale commercialization
  • Small scale commercialization
  • Initial market commercialization
  • Prototype testing in the real world
  • Prototype testing 1:1 in the lab

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