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 mark of freshness for industry, consumers and communities.

Mimica’s first product is Mimica Touch - a patented label that tells you exactly when food spoils. The label is activated as soon as it’s attached to the package 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. The label is made sustainably from by-products from the food industry.

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. The 1.25p price per unit will yield 100%+ returns.

After 3 years of lab development, Mimica Touch will be launching in 2019 in the dairy and juice industries, where currently 1 in 6 litres are wasted.


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 after participating in Unreasonable Impact UK 2017.

Unreasonable Impact UK 2017

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