An innovative food label that has already picked up the national James Dyson Scholarship Award and won the approval of London Mayor Boris Johnson is also tantalising shoppers, according to the BBC’s Rip Off Britain.
The clever Bump Mark bioreactive label, created by 22-year-old Brunel University London design graduate Solveiga Pakstaite for her final-year project, uses the properties of gelatine to exactly match the rate to which fresh foods go off.
As well as being interviewed for the BBC programme, Solveiga was filmed meeting shoppers at a branch of Asda, and convincing more than three-quarters of them that it should be used in the supermarket without delay.
Solveiga’s unique design has already been endorsed by industry, winning the Dyson accolade last year and recently being awarded the Mayor of London’s Low Carbon Entrepreneur prize, for which two other Brunel projects made the 10-strong shortlist.
The programme can be seen here.