Brand Purpose Hellmann's Food Waste

Hellmann’s addresses food waste with temperature-sensitive ‘smart jar’


By John Glenday, Reporter

March 9, 2023 | 3 min read

The mayonnaise brand is trialing new packaging that warns when fridges are running warm.


Hellmann's spreads fridge health message with a temperature-sensitive 'Smart Jar'

A new ‘smart jar’ from Hellmann’s makes use of thermochromic ink that responds to the ambient temperature, revealing hidden illustrations on its label when the thermometer reads below 5°C (some foods will spoil up to three days faster if they are stored above this temperature).

The trial jar has been developed by Ogilvy UK in response to findings that millions of fridges are running warm, causing stored food to spoil faster. Positioned as one way to help reduce food waste, the cunning label gives ample warning when your fridge is feeling the heat.

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Dan Fisher, global ECD for Unilever at Ogilvy, explained: “Food waste is a serious issue but these smart jars are a fun way of educating people on how they can easily combat it. It’s taken us over a year to get the technology right but the end result is more than worth it. I’m impossibly proud of the team for staying the course.”

Distributed to influencers, the prototype product features labeling designed by illustrator Ellen Porteus that calls on mayonnaise fans to ’make taste not waste’.

Part of the brand’s positioning since 2021 is to make use of leftovers and the latest evolution of the messaging has been conceived with climate action NGO Wrap, which estimates that 4.5m metric tons of edible food are wasted every year – the equivalent of £700 per family.

Hellmann’s has positioned itself as an active player on climate and social justice issues, to the ire of some investors.

Brand Purpose Hellmann's Food Waste

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