Sainsbury’s is testing new food labels that show how fresh a product is by changing colour. The retailer is currently testing the new technology on its own label cooked ham. 

The ‘Smart Fresh’ label changes colour from yellow to purple the longer the pack has been open. It is also temperature sensitive, with the rate of colour change varying depending on the temperature of the fridge.

Sainsbury’s said it hopes the new label will cut the large amounts of perfectly good ham being thrown away by its customers. The move is part of Sainsbury’s ‘Waste Less, Save More’ programme designed to reduce household food waste.  If successful, the label could be extended to other foods.

Jane Skelton, head of packaging at Sainsbury’s, said: “We’ve all been there; when we’ve found a pack of ham loitering on the bottom shelf of the fridge and can’t remember how long it’s been opened for. We wanted to find a way to reduce waste of this family favourite while helping customers save money.”