Hellmann’s, the Unilever-owned mayonnaise brand, has ventured into the world of fashion by launching a sneaker derived from common food waste items. Called the Hellmann’s 1352: Refreshed Sneakers, these shoes are made of corn, mushrooms, apples, grapes, and more.
Designed and manufactured in collaboration with Italy-based ID.EIGHT, the Hellmann’s 1352: Refreshed Sneakers are intended to raise awareness of food waste and its negative impacts on both the environment and consumer’s wallets.
According to Hellmann’s, the average Canadian household wastes roughly $1,352 in food annually. Hence the shoes are called Hellmann’s 1352.
“Hellmann’s commitment to using local ingredients and their mission of reducing food waste complements ID.EIGHT’s commitment to using sustainable and quality materials, making them a natural partner for us,” says Giuliana Borzillo, Brand Manager at ID.EIGHT.
“Hellmann’s has a longstanding history of taking the necessary steps to address, raise awareness, and reduce food waste,” says Harsh Pant, Sr. Brand Manager for Hellmann’s Canada. “With 1352: Refreshed Sneakers we’ve created a visual representation of Canadians’ food waste, aimed at sparking conversation and challenging consumers to take small steps to reducing that $1,352 amount of food that’s wasted each year.”
For Canadians interested in getting their hands on a pair of Hellmann’s 1352: Refreshed Sneakers, visit Hellmann’s Canada website to enter a giveaway. For every entry, the equivalent of 10 meals will be donated by Hellmann’s Canada to their long-standing charity partner, Second Harvest.
