Dynamic expiry labels

Showing the true longevity of food

Mimica has developed a temperature-sensitive label for indicating food freshness, which reduces food waste by turning bumpy when food actually spoils, based on storage conditions. The label can be calibrated to match the spoilage rates of various food products. The founder, Solveiga Pakštaitė, came to Plus X for help developing her early-stage prototype and creating a business strategy.

Bump by Mimica was a development and testing project, aiming to identify scalable manufacturing methods which would maintain accuracy when scaling from the label bench to mass production.


Mimica attracted £760k in grants and £1.9M in investment, as well as extended their network of partnerships and won multiple awards. They have grown into a team of 11 and are currently working on two packaging formats: the Bump Cap and the Bump Tag.




Net Zero

What we did

  • Prototyping
  • Business strategy

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