Previous WRAP research has shown that 41% of edible household food waste is a result of food not being used in time. A date label was cited as the trigger for the disposal of 600,000 tonnes (16%) of edible food waste.

Current interpretations of food date labels by citizens in the UK is poor and there is often confusion between ‘Use By’ and ‘Best Before’ date labelling.

In partnership with Ocado, WRAP developed a behaviour change intervention to improve shoppers' understanding of date labels on Ocado’s mainline beef mince product.

Read the case study to find out more about the intervention and the results from the study.

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  • Behaviour Change Intervention: Day on the Date Label

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Tags

Initiatives

Food date labelling Meat, poultry and fish

Sectors

Hospitality and food service Retailers and brands National government and departments Non-governmental organisations