Read about us
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November 2021
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November 2021
“Mimica’s goal (…) would cut waste in homes by 63% and retail waste by 50% on perishable products, whilst also reducing the waste in material used to protect food.”
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“It's extremely intuitive and easy for everyone to understand. Even my 96-year-old grandmother would understand if bumps appear on the label that it's time to throw it away”
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March 2021
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March 2021
“Mimica’s temperature-sensitive indicator (…) is designed to give confidence back to consumers.”
“The future of seeing Mimica Touch in supermarkets isn't too far away.”
Ryu Kishimoto / Read Full Article
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March 2021
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January 2021
“The invention is a response to the fact that 60% of food wasted in the UK is still edible, and aims to stop consumers relying on best before dates and discarding perfectly good food.”
Maddie Maynard / Read Full Article
“After five years and £700,000 worth of cutting-edge research and development, Mimica Touch lets both people with sight and those with visual impairment feel, rather than see, if products are still fit for consumption.”
Insider Studios x Lenovo / Read Full Article
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January 2021
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December 2020
“The product was inspired by the inaccuracy of existing expiry dates. The problem with them is that they’re calculated according to the worst case scenario.”
Henry Wong / Read Full Article
“What will 2050 be like? Accurate sensors on packaging and external devices [will] make it easy for people to assess how fresh food is.”
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November 2020
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November 2020
“We won’t stop until Mimica Touch is available on foods on every shelf of the supermarket because unnecessary waste must be stopped!”
Julia Platt Leonard / Read Full Article
“Six years later we are a 10-strong team and – despite delays to manufacturing caused by COVID – close to launching our first commercial product.”
Rebecca Smithers / Read Full Article
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September 2019
“I’ve created a label to stop you from chucking good food away”
Solveiga Pakstaite / Read Full Article
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August 2019
“I love Mimica Touch, a gelatin-based packaging solution that shows if food is spoiled or not – so you don’t need to rely on inaccurate sell-by date labels.”
Tessa Clarke / Read Full Article
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July 2019
“Expiry dates have become the law but food doesn’t magically turn to poison at midnight”
Jennie Milsom
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June 2019
“Mimica was inspired by working with people experiencing the challenge of visual impairment.”
Oliver Morrison / Read Full Article
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April 2019
“Creating more inclusive packaging for the visually impaired unexpectedly led to discovering that the general public also have a limited understanding of what food can be thrown away.”
Kate Harrison / Read Full Article
