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citizens to rely on their sense of taste and smell rather than expiration dates when deciding whether to throw away outdated food.

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A study by the Swedish Environmental Protection Agency shows that 30 percent of food waste in Sweden is still edible. It is estimated that most food waste in the world is from dairy products, tea and coffee. To combat wasting this amount of food, Coop, a popular grocery chain in the country, developed a spray that smells like spoiled milk. The hope is that the fragrance will encourage people to smell and taste food before tossing it out.

Related: Mobile app Karma tackles food waste with discounted meals

“With the fragrance Old Milk, we want to make people decrease their food waste at home by helping them understand the difference between drinkable and undrinkable milk,”  Anneli Bylund, the head of Coop’s sustainability division, explained. “Don’t be afraid to smell, taste and look at the food before you throw it out.”

Another goal of the new fragrance is to teach Swedes not to rely solely on expiration dates. Coop hopes its product will educate citizens on how spoiled milk actually smells and encourage them to test all of the food in their households before tossing it in the bin.

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.

Coop has taken home several awards for its contribution to sustainability in Sweden. This includes being named the most sustainable brand and the greenest company in 2018. The company is releasing free samples of the Old Milk fragrance on its official website.

+ Coop

Images via Coop