Nestlé trials 'Sniff, Look, Taste' labels in Australia to reduce food waste

Sydney, Australia — 02 July 2026

Nestlé has initiated a trial of new 'Sniff, Look, Taste' labelling on selected Maggi 2 Minute Noodles multipacks in Australian supermarkets. This pilot program, developed in partnership with food rescue organisation OzHarvest, seeks to address consumer confusion surrounding 'Best Before' dates, a primary driver of household food waste in Australia. The labels encourage consumers to use their senses to assess product edibility, while explicitly differentiating 'Best Before' (quality) from 'Use By' (safety) dates. This initiative is a direct response to research indicating that roughly 70% of Australian household food waste is still edible, with 58% of high-wasting households citing date label uncertainty as a reason for discarding food.

The distinction between 'Use By' and 'Best Before' dates is a persistent issue for Australian consumers. 'Use By' dates denote when a product is no longer safe for consumption, whereas 'Best Before' dates refer to optimal quality. Many foods remain safe to eat past their 'Best Before' date if stored correctly and show no signs of spoilage. Nestlé Oceania's Regulatory, Scientific, and Nutrition Manager, Kirsten Grinter, stated the pilot aims to empower consumers, reinforcing that 'Use By' is for safety and 'Best Before' is for quality assessments.

This campaign reflects a strategic shift within the food manufacturing sector towards influencing post-purchase consumer behaviour to meet broader sustainability objectives. Manufacturers are expanding their focus beyond production waste and circular packaging to active consumer education. OzHarvest's Head of Impact, Hally Lara, highlighted that small changes in household habits can drive significant reductions in Australia's food waste. The pilot will assess the effectiveness of these on-pack prompts in changing consumer behaviour.

What this means for Australia

Manufacturers in Australia should anticipate increased regulatory and retail pressure to adopt clearer, more intuitive date labelling to align with the national target of halving food waste by 2030. Brand owners must evaluate their existing packaging for opportunities to integrate similar consumer guidance, considering both the cost of reformulation and the potential for enhanced brand reputation and consumer loyalty. Early adopters will gain a competitive edge in the sustainability-conscious market. Procurement teams should monitor material costs related to packaging redesign and ensure compliance with evolving labelling standards, noting that consumer education will become a critical, embedded function of product marketing rather than a separate initiative.

The pilot currently features on Maggi Sweet Chilli and Sour Cream, and Smokey Barbecue 2 Minute Noodles multipacks. Insights from this trial, which follows an initial partnership announcement between Nestlé Australia and OzHarvest in May 2025, will inform future strategies for tackling household food waste. The collaboration also draws upon research from RMIT University and End Food Waste Australia.

Brand owners increasingly rely on contract-manufacturing partners such as Supplement Factory to navigate these requirements.