Hellmann’s, part of Unilever, was preparing to launch an AI-powered “Fridge Scan” tool to help UK consumers turn leftover ingredients into recipe inspiration.

The team wanted feedback before going live during the Food Waste Action Week in the UK.

• Could users use the app as intended, and understand how to scan their fridges?
• How were the scan results experienced? Was it useful to use? Enjoyable?
• Does the tool reflect the Hellmann’s brand promise of reducing waste in a helpful, modern way?
• Which name is preferred for the app? Why?

The Hellman’s team was able to make several quick wins before launch to ensure the app worked at its best and the launch in Food Waste Action week was successful. Additionally, the team planned additional improvements in the functionality and content given the positive reception.

Key insights:

• Users loved the idea of scanning their fridge to get instant meal inspiration, and found using the app modern, fun, and helpful.
• The fridge scan feature itself delighted, but was at times confusing on what and how to scan.
• Key friction points: unclear actions or buttons, recipes that didn’t match inputs and lack of feedback during scanning.
• Simple content and UI tweaks improves clarity, flow and trust.