To bring attention to the high percentage of perfectly food and beverages that go unconsumed each year, Swedish grocery store chain Coop created an unconventional, off-putting fragrance to raise food waste awareness.
In order to educate consumers that they should rely on their own senses instead of best-before dates on product packaging, Coop developed an 'Old Milk' scent that is designed to smell just like "milk after it's gone bad." As Coop argues, this is the scent that should tell consumers that their dairy beverage has spoiled, rather than a label.
Old Milk is packaged in an elegant black bottle and is described as an "Eau D’odeur." Online, orders for a sample of the unconventional fragrance can genuinely be placed in order to encourage one to trust their own senses.