Daniel Cluderay, founder of Approved Foods, has slammed the Food Sniffer gadget, insisting nothing beats a little common sense when it comes to sell-by dates.
The Food Sniffer proudly boasts it's the "first portable electronic nose that instantly alerts you if your food is fresh", but costs a sobering £90. Approved Foods is an organisation that specialises in selling out of date foods, a venture that was turned down by the entrepreneurs on Dragons' Den only to then go on and acheive a £4million turnover.
Speaking to Julia Hartley-Brewer, Cluderay claimed all we need in order to be sure we're eating fresh produce is a good nose, asking: "Would it [Food Sniffer] be able to tell if crisps are out of date? I just question, is it as good as our noses?"
Though a gadget fan himself, the Food Sniffer simply doesn't have a leg to stand on as far as he's concerned.
"I love gadgets," he says. "But this gadget won’t be able to tell the difference between out of date beans and in-date beans, because it's just not going to pick that [best before date] up."
He's quick to point out that, although he thinks the Food Sniffer is more of a luxury than a necessity, best before dates are important and the public should know more about what they mean.
He added: "I think there’s a bit of fluff around that date, but it has been put on there because someone has figured out this will make you ill if you eat it past this date.
"The dates are needed because it’s telling us the quality we expect it to be up until that date, and that after that it won’t taste exactly the same. It just starts to deteriorate over time though, it isn’t like it just drops off the cliff."