Hellmann’s unveils new AI tool as part of mission to help people cut food waste

As part of Food Waste Action Week, Hellmann’s has created a new AI-enabled food waste tool to help households use up more of the food they have in their fridge, with a series of great tasting recipes.

Developed in collaboration with Google Cloud, the ‘Meal Reveal’ tool allows people to scan the food in their fridge using the camera on their mobile phone. It then uses AI capabilities in Google Cloud’s Vertex AI platform to identify the ingredients, and match the food to relevant recipes.

The tool was designed by the brand in response to the issue of “fridge blindness”, which Hellmann’s identified as a key contributor to household waste.

Meal Reveal is the latest initiative from Hellmann’s under its ‘Make Taste, Not Waste’ mission, which aims to inspire people to be more resourceful with their food.

This year’s Food Waste Action Week is being delivered by Wrap, which is working to tackle the causes of the climate crisis.

Subscribe to Marketing Beat for free

Sign up here to get the latest agency-related news sent straight to your inbox each morning

“People never set out wanting to throw food away. Food waste is an intended consequence of our busy lives, where we look in the fridge after a long day and see disparate ingredients but nothing to eat,” said Hellmann’s global VP Christina Bauer Plank.

“We saw an opportunity here to create a straightforward, easy to use tool. Meal Reveal is powered by the latest Google technology where a simple scan of the leftover ingredients lets you see the delicious potential in your fridge, in the palm of your hand,” she continued.

Hellmann’s Meal Reveal inspires people to embrace their leftovers and make their food go further. Consumers have such good food intentions, but then life gets in the way,” said Ogilvy UK, Unilever and special projects global ECD Dan Fisher.

People just want to know how they can make simple but tasty meals from what’s sitting in their fridge but are unsure where to start. Meal Reveal is a straightforward and innovative tool that guarantees less food is wasted.”

BrandsInnovation and TechMarketing StrategyNews

Leave a Reply

Your email address will not be published. Required fields are marked *

Fill out this field
Fill out this field
Please enter a valid email address.