Hellmann’s Canada is shining a spotlight on food waste and challenging Canadians to rethink their consumption with the drop of their limited-edition 1352: Refreshed Sneakers. Credit: CNW Group/Hellmann’s Canada.

Hellmann’s 1352: Refreshed Sneakers has been designed and manufacturerd in collaboration with Italian-based brand ID.EIGHT who are champions for sustainable fashion.

“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,” said Giuliana Borzillo, brand manager at ID.EIGHT.

Go deeper with GlobalData

Data Insights

The gold standard of business intelligence.

Find out more

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 shoes cost $1,352 to reflect the amount the average Canadian household wastes in food each year.

With wallets tightening and conscious consumption on the rise, the brand, owned by Unilever, looks to bring awareness to the impact food waste has on Canadians’ kitchens.

“Hellmann’s has a longstanding history of taking the necessary steps to address, raise awareness, and reduce food waste,” said 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.”