China’s trust in food safety has hit an all-time low.

From exploding watermelons and recycled gutter oil to toxic baby formulas, the country has faced one food safety scandal after another.

And now this…

Insights & Strategy

A recent study by Greenpeace China shows that up to 90% of all fruits and vegetables sold in supermarkets are contaminated with at least one harmful pesticide.

Pesticide residues put people at risk of brain damage, neurological problems and even cancer. So Tesco, the world’s leading supermarket, saw a need to make a difference.

Creative Idea

The fruit & veggie bags that remove harmful pesticide residues.

Execution

Safety Bags are fruit and veggie bags that remove harmful pesticide residues.

They look and feel just like normal fruit and veggie bags.

However, every Safety Bag is formulated with a safe, inner-coating of Nano Photocatalyst technology.

Safety Bags absorb natural light to trigger the bag's inner coating.

This works to break down the toxic residues found in fruit and veggies—decomposing the toxic elements and dispersing them naturally into the air.

Thus, enabling supermarket consumers to enjoy safer fruits and vegetables.

Results

Safety Bags were an immediate success—safely removing pesticide residues to leave fruit and veggies just as nature intended. And positioning Tesco as a brand striving to enhance the quality of life for its shoppers.

Safety Bags were developed and tested at flagship Tesco supermarkets in China.

This initiative increased awareness about food safety and fuelled both conversation and demand for Safety Bags.

    - FDA Approved (Registration Number: 19389685830)

    - Patent-Pending (Patent Application Number: 17103845.2)

    - During the test phase, 9 out of 10 people chose to use Safety Bags