Hellmann’s Canada Reimagines Food Waste with the Launch of 1352: Refreshed Sneakers

Introducing 1352: Refreshed Sneakers - shoes made with food waste. That's right, Canada's #1 mayonnaise brand has stepped into the shoe world, launching a new limited-edition sneaker. The brand teased their debut earlier in the month to much intrigue from the sneaker community. The brand now excitedly unveils the deeper sustainability message behind the shoes. 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 sneakers were concepted, designed, and manufactured 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.

The naming of the stylish sneakers is a callback to the monetary value ($1,352) the average Canadian household wastes in food each year. With wallets tightening and conscious consumption on the rise, the brand looks to bring awareness to the impact food waste has in 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."

Canadians can get a chance to win a pair of 1352: Refreshed Sneakers here. For every entry, Hellmann's Canada will donate the equivalent of 10 meals to long-standing charity partner, Second Harvest, supporting their mission to rescue food and reduce waste. Hellmann's Canada has committed to providing a $25,000 CAD donation which will provide enough healthy food for 75,000 meals.