Today's Evil Beet Gossip

Grocery Chain Launches ‘Old Milk’ Fragrance To Spotlight Food Wastage

Food waste is a major issue all around the world, but one Swedish company is doing something about it. Coop has officially launched an ‘Old Milk’ fragrance — which, yes, smells like spoiled milk — to urge citizens to rely on their sense of taste and smell rather than expiration dates when deciding whether to throw away outdated food.

I LOVE this idea. So creative. So catchy.

This is not the first time Coop has combated food waste. In previous years, the company has collaborated with organizations to extend food past the manufacturer’s recommended date. This includes working with organizations like Allwin and Whywaste to help distribute old food to nonprofits. Coop is also working with celebrity chef Paul Svensson to create better-tasting recipes for leftovers.