38 percent of the food in Swedish households is wasted and unlike what people in general think, households are responsible for more food waste than businesses. A reason being is that people tend to throw away products that have passed their best before dates, without smelling or tasting them first. What if we could find a way to remind people to smell and taste the food before throwing it away? Together with a perfumer we created Old Milk, a perfume that smells just like milk gone bad. Making it the first scent in the world people can use as a reference to know when their milk is drinkable or not. The perfume became an unexpected way of reminding people to use their noses when determining when a product is ready for the trash. To increase the surprise and shock factors, we packaged the fragrance like a premium-brand perfume, and then allowed people to order their own sample online. Which over 8000 people from all over the world did only in the first week of its release.