Food & Beverage
Mimica dynamic expiry labels
Mimica is an award-winning startup with a mission to radically reduce unnecessary food waste created by overcautious expiry dates with our accessible & affordable expiry labels.
Field of Expertise
User-centred design
Expertise
Solveiga studied Industrial Design & Technology at Brunel University London. She invented the concept of Mimica Touch for her final project, wanting to make expiry dates inclusive to visually impaired people, before realising that expiry dates also drive large amounts of food waste. Before starting Mimica she worked as a human-centred design researcher, trends forecaster and a UX consultant. As the concept of Mimica Touch was getting awards, supermarkets and food companies started to reach out to her. This market demand created an exciting opportunity. Therefore, she brought on industry experts and founded Mimica. Solveiga is responsible for all company outreach and partnership creation with customers, partners and investors. Her background as an industrial designer means that she brings together creative problem solving with technical analysis while always keeping in mind the marketability of solutions. In 2017, she was named MIT Technology Review’s Inventor of the Year. In addition to being Mimica’s Founder and Director, she consults on sustainability and packaging innovation for global brands and is a visiting lecturer in social entrepreneurship at UCL.