A new startup called Mimica is trying to change that by developing food freshness sensors that anyone can understand. Called Mimica Touch, their small labels are filled with gelatine which is calibrated with a mathematical model to have the same shelf life as a particular product. As they deteriorate, the label's once-smooth surface becomes bumpy to the touch, providing a very hands-on way for consumers to determine if their milk is expired or not without having to use the sniff test.