Logo for Mimica

Meet an Unreasonable Venture


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

Photo of Solveiga Pakštaitė

Solveiga Pakštaitė

Founder & Director at Mimica

More about Solveiga »
Employees 6–20
Headquarters London, England, United Kingdom
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 Bump -- 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, Bump 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.

Currently Operating in One Region

Press Mentions

December 4, 2023

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

Read on Core77 »

September 13, 2022

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

Read on Packaging Europe »

September 27, 2021

Mimica - labeling freshness

Read on Understory »

June 15, 2021

From fly oil to 3D-printed biscuits: the women reimagining the food of the future

Read on the Guardian »

Work at Mimica

More Ventures in Food & Water

Get the Unreasonable Newsletter

Get monthly updates on Mimica and over 406 other ventures working to solve the world's toughest problems.

Read our Privacy Policy.