Introducing 1352: Refreshed Sneakers – shoes made with food waste. That’s right, Canada’s #1 mayonnaise brand has stepped into the shoe world, launching a new limited-edition sneaker. The brand teased their debut earlier in the month to much intrigue from the sneaker community. The brand now excitedly unveils the deeper sustainability message behind the shoes. Giving food waste a new life, Hellmann’s 1352: Refreshed Sneakers are made from common food waste items, including corn, mushrooms, apples, grapes, and more. The sneakers were concepted, designed, and manufactured in collaboration with Italian-based brand ID.EIGHT who are champions for sustainable fashion.
The naming of the stylish sneakers is a callback to the monetary value ($1,352) the average Canadian household wastes in food each year. With wallets tightening and conscious consumption on the rise, the brand looks to bring awareness to the impact food waste has in Canadians’ kitchens.
Canadians can get a chance to win a pair of 1352: Refreshed Sneakers at www.hellmanns.ca. For every entry, Hellmann’s Canada will donate the equivalent of 10 meals to long-standing charity partner, Second Harvest, supporting their mission to rescue food and reduce waste. Hellmann’s Canada has committed to providing a $25,000 CAD donation which will provide enough healthy food for 75,000 meals.
Hellmann’s “Make Taste, Not Waste” Platform
As almost half of all food waste happens in people’s homes, Hellmann’s launched the “Make Taste, Not Waste” platform in 2018 to bring light to the issue of food waste. Through actively transitioning to environmentally friendly packaging materials and spearheading campaigns such as Flexipes and Hellmann’s Fridge Night App provide consumers with tips, tricks, and helpful resources to reduce their own food waste, Hellmann’s continues to champion what it means to make a tangible impact and sustainable changes.
The 1352: Refreshed Sneakers are the latest build on the “Make Taste, Not Waste” legacy, leveraging a culturally relevant medium to engage a wider audience on the food waste issue and connect with a new generation.