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Bioreactive food expiry label that mimics the actual decay of food for a reliable and accurate method of reducing food waste


Current printed expiry dates are inaccurate and conservative estimates, which can’t predict the condition that the food product is exposed to. This results in 33% of all food being wasted (1.2 billion tonnes). Of this food 60% is still edible and was disposed of prematurely. Food waste also causes 1.6 billion tonnes of greenhouse gases, wastage of 40-50% of drinking water and many retailers and consumers to spend excess money on wasted food.

Mimica Touch is a tactile freshness indicator and food expiry label that uses specifically designed gelatine to accurately mimic the decay rate of food. The gel is exposed to both the same conditions as the food and the off-gases emitted from expiring food, thus giving a real-time indication of the product’s freshness. The gelatine is specifically calibrated to experience and mimic each food product’s decay. It offers many benefits: Low-cost, accurate solution; Food waste reduction; Increased food safety; Valorises waste material; Improved social inclusion; and Applicable in a wide range of uses and industries.

Mimica Touch is the only tactile food expiration indicator that is biologically active, resulting in an unrivalled accuracy. Not only can it significantly reduce food waste but also offers and increase to profits and savings for all stakeholders. Mimica resides in the UK, where the technology was first developed and where significant links with customers and users of the solution have been secured. Within the project, Mimica intend to hire personnel to identify commercial partnerships and possible clients throughout Europe. Mimica foresee future employment growth of 32 jobs in the early stages of commercialisation.

The proposed work in Phase 1 of the SME instrument fits into the overall plan to reach market by contributing the financial resources needed for a fast, sound & wider deployment of the bioreactive food expiry label & the market uptake.

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Net EU contribution
€ 50 000,00
Rise 41 Luke Street
EC2A 4DP London
United Kingdom
Activity type
Private for-profit entities (excluding Higher or Secondary Education Establishments)
Non-EU contribution
€ 21 429,00
London Inner London — East Hackney and Newham