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Grocery Chain Launches ‘Old Milk’ Fragrance To Spotlight Food Wastage
By Mikelle Leow, 19 Sep 2018
Video screenshot via CoopSverige
Many are guilty of throwing out their leftovers, and Sweden is no saint in this area. According to the Swedish Environmental Protection Agency, over 30-percent of food in the country’s households is discarded even before it goes bad.
As a purveyor of foods, Swedish grocery store Coop decided to take some responsibility in educating its customers about food wastage. In fact, it believes that shoppers should ignore best-before dates and rely on their senses instead.
The chain’s solution is interesting: a pungent fragrance that’s designed to smell like “milk after it’s gone bad.”
Called ‘Old Milk’, the scent—if you can call it that—comes in a posh-looking 50ml (1.7 oz) black bottle, and is humorously accompanied with the label, “Eau D’odeur.”
“It’s time we stop trusting best-before dates… and start trusting our sense of smell and taste,” the brand advocates in a video.
The fragrance serves as a reference that reminds customers when they should finally throw out leftover milk. You can place an order for the perfume over at Coop’s website.
[via Little Black Book, video and cover image via CoopSverige]
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