Meet an Unreasonable Venture

Mimica

Reducing food waste and improving safety with a temperature-sensitive food freshness label that unlocks true shelflife.

Solveiga Pakštaitė

Founder & Chief Design Officer at Mimica

More about Solveiga »

Connect

mimicalab.com

Employees 6–20

Headquarters London, England, United Kingdom

Mimica's first product is Bump - a patented label that tells users exactly when food spoils, allowing food companies to safely print longer dates. It's calibrated to spoil at the exact same rate as the target food and adjusts as conditions change. By unlocking good shelf-life days wasted by the existing expiry date system, Bump reduces food waste, increases sales, and improves profitability for producers and retailers.

Food & Water

Notable Achievements

300+ customers in waiting list
Set up our own production site in Wales in 2025
Winner of 23 awards, including MIT Technology review's Inventor of the Year

Currently Operating in One Region

Elevator Pitch 5 Minute TED-style Talk

Subscribe for More Videos »

Press Mentions

December 4, 2023

These Bottle Caps Provide a Tactile Indication if the Contents are Spoiled - Core77

Bump Caps provide a tactile way of letting you know if the product they're bottling has spoiled. Designed in collaboration between packaging companies United Caps and Mimica, the caps sprout little...

Read on Core77 »

September 13, 2022

UNITED CAPS and Mimica partner aiming to increase accessibility and reduce food waste

UNITED CAPS and Mimica have collaborated on a cap which is reportedly an accessible freshness indicator for all types of perishable products. The project aims to reduce food waste and increase...

Read on Packaging Europe »

March 30, 2022

How Daniel Epstein Of Unreasonable Group Is Helping To Address The Growing Challenge Of Food…

An Interview With Martita Mestey

Read on Medium »

December 10, 2021

Building Global Sustainability with the Power of Partnerships - SPONSOR CONTENT FROM UNREASONABLE IMPACT

Sponsor content from Unreasonable Impact.

Read on Harvard Business Review »

September 27, 2021

Mimica - labeling freshness

Understory provides a recap of the Mimica presentation at the June 'Startups Driving Sustainability' Showcase Event. Mimica fights perishable food waste with its innovative label technology on food...

Read on Understory »