The Campaign

Safety Bags are fruit and veggie bags that remove harmful pesticide residues. They look and feel just like normal fruit and veggie bags. However, every Safety Bag is formulated with a safe, inner-coating of Nano Photocatalyst technology. Safety Bags absorb natural light to trigger the bag's inner coating. This works to break down the toxic residues found in fruit and veggies—decomposing the toxic elements and dispersing them naturally into the air. Thus, enabling supermarket consumers to enjoy safer fruits and vegetables.

Creative Execution

As an idea that allows shoppers to enjoy safer fruits and veggies, Safety Bags was the first of its kind. We turned to science and found photocatalysis—the breaking down of compounds using the power of light. Photocatalysis (with TiO2) is proven to destroy viruses, bacteria and toxic chemicals, including even pesticides. So working with Hong Kong’s leading photocatalyst laboratory*, we formulated a safe, inner-coating of Nano Photocatalyst technology into our fruit and veggie bags. This had never been done before. The way they work is simple: 1. You simply grab a Safety Bag 2. Place fruit or veggies into the bag 3. Expose to natural (indoor or outdoor) light for 3 hours 4. Remove, rinse and enjoy * Medical Grade Photocatalyst Laboratory

Safety Bags are a highly-scalable, highly-targeted idea with a simple objective: to allow shoppers to enjoy safer fruits and veggies. Safety Bags were an immediate success—safely removing pesticide residues to leave fruit and veggies just as nature intended. And positioning Tesco as a brand striving to enhance the quality of life for its shoppers. This initiative increased awareness about food safety and fuelled both conversation and demand for Safety Bags. - FDA Approved (Registration Number: 19389685830) - Patent-Pending (Patent Application Number: 17103845.2) - During the test phase, 9 out of 10 people chose to use Safety Bags - Beta test results in China completed in Aug 2017 - Launched at flagship stores nationwide in Sept 2017 - Global rollout plans for 2018