Revolutionary new food labelling featuring a tactile bump – so shoppers (including the blind) can tell when perishable food has gone off. Unlike confusing and often unreliable best before and expiry dates, the label lets consumers feel with a finger exactly how fresh an item of food is. If the bioreactive label is smooth, then the food is fresh. But if there is a bump, then the advice is to throw the food away. The Bump Mark label is the brainchild of Solveiga Pakstaite, a 23-year-old industrial design and technology graduate of Brunel University. Her research highlighted wider problems about the shocking extent of avoidable food waste. A recent UN food report estimates that 100m tonnes of food is wasted every year globally, with British households throwing away 7m tonnes. In value terms, the average UK family throws away food worth £700 each year. Studies suggest more than half the jettisoned food could have been eaten.