Look-Smell-Taste Date Labelling InitiativeTRUST YOUR SENSES, REDUCE FOOD WASTE
Learn more about Too Good To Go’s Look-Smell-Taste initiative and label.
What is the 'Look-Smell-Taste' Label?
Our ‘Look-Smell-Taste’ initiative is a global mission-led initiative that helps educate consumers that a product past its Best Before date could still be good to eat. The 'Look-Smell-Taste' label is added to relevant products with a Best Before date to empower people to trust their senses when assessing whether food items are still good to eat.
How to look, smell and taste to prevent food waste
15 COUNTRIESin which the initiative is live
550 ACTIVEPartner Brands
6 BILLIONProduct Packs with the Label annually
38% OF IRISH PEOPLE THROW OUT FOOD BECAUSE IT HAS GONE PAST ITS BEST BEFORE DATE.
What is the difference between Best Before and Use By dates?
The Use By date is for food safety. Food should not be eaten after the Use By date. The Best Before date is about optimal food quality—food is often good even after this date, if stored correctly.
In a survey we recently carried out with Empathy Research*, we found out that:
38% of people in Ireland throw out food because it has gone past its Best Before date
14% of adults in Ireland believe that a Best Before label on food means that the food is unsafe to eat after this date
Almost a quarter of adults in Ireland claim that the average value of food discarded due to it being past its best before date is more than €10 per week
We launched our ‘Look-Smell-Taste’ initiative, including our bespoke ‘Look-Smell-Taste’ date label, to encourage people to trust their senses when assessing if Best Before products are still good to consume even past the date, avoiding unnecessary food waste at home.
You can find our ‘Look-Smell-Taste’ label on selected products from Ballymaloe, Guinness Food Products, Kellogg's, Terry's Chocolate, The Plant-It Food Co, Onken, The Laughing Cow and more.
Reducing food waste at homeHow you can make a difference
Look, Smell and Taste before you waste Best Before products, as they may be perfectly good and delicious to eat. It’s a powerful step forward to reduce food waste at home and protect the planet.
Find out more about reducing food waste at home:
How to enjoy eggs past their best before date
We're proud to have the support of The Stop Food Waste Campaign, led by the EPA
Are you a food manufacturer?Get in touch about adding the Look-Smell-Taste Label to your products
*Research was commissioned by Too Good To Go and conducted by Empathy Research through an online survey across a nationally representative sample of 1,000 adults aged 18+ in September 2024.