According to Too Good To Go, that extra label is not an unnecessary luxury. Together with Test-Aankoop they conducted a study into the effect of the pictogram. “Almost 70 percent of consumers think logos are clearer than text to understand the difference between the ‘use by’ and ‘best before’ date,” said Simon November of Test-Aankoop.
The campaign also has the approval of the FASFC, the Federal Agency for the Safety of the Food Chain.
The icon will appear on some 200 products from 14 food manufacturers and stores starting today. It concerns products such as La Vache Qui Rit, Oikos, Hellmann’s and Cora. Retail chains such as IKEA, Match & Smatch and Makro are also participating.
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