In Toronto, Hellmann’s Canada, a major mayonnaise band owned by Unilever, has gotten into the sneaker game.
While a condiment company might make an odd choice for sneakerheads, the company is using the gimmicky launch to draw attention to food loss, for the limited edition 1352: Refreshed Sneakers are made from wasted foods, including corn, mushrooms, apples, and grapes.
Developed and manufactured in collaboration with Italy’s ID.EIGHT, the 1352 moniker points to the $1,352 the average Canadian household wastes in food annually, according to Green Queen
“Hellmann’s has a longstanding history of taking the necessary steps to address, raise awareness, and reduce food waste,” Harsh Pant, Sr. Brand Manager for Hellmann’s Canada, said. “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.”
Unfortunately, the sneakers are only available by contest. Canadians can enter at www.hellmanns.ca. For every entry, Hellman’s will donate the equivalent of 10 meals to Second Harvest.