Reducing food waste and improving safety with a groundbreaking food expiry label that allows consumers to monitor freshness with a simple touch.

Creating accessible, affordable freshness indicators for all types of perishable products, from food to pharmaceuticals, Mimica aims to become the globally recognised brand of freshness for industry, consumers, and communities. Mimica's first product is Mimica Touch -- a patented label that tells users exactly when food spoils. The sustainably-made label is activated as soon as it's attached to the package and is calibrated to spoil at the exact same rate as the target food. It adjusts to conditions along the way and is accurate to a few hours. By unlocking good shelf-life days wasted by the existing expiry date system, Mimica Touch reduces food waste, increases sales, and improves profitability for producers and retailers. Additionally, the low cost per unit will yield more than 100 percent returns.


Infrastructure Responsible Production Climate Action Hunger

London, England, United Kingdom


Solveiga Pakštaitė

Solveiga Pakštaitė (Founder & Director at Mimica) has been an Unreasonable Fellow since November 2017 and most recently participated in Unreasonable Impact UK 2017.

Unreasonable Impact UK 2017

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