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A Smarter Way to Keep Your Food Fresher for Longer

The Shelf Life filter

A natural mineral filter that absorbs the ethylene gas which speeds up spoiling, so your fresh produce lasts longer.

Tested at the University of Nottingham 100% natural minerals
4.4million tonnes

02 / The big shop, half-binned

Around 4.4 million tonnes of avoidable food waste leaves UK homes every year. Most of it is fresh produce that spoiled before anyone could eat it.

Source: WRAP / Love Food Hate Waste, 2025.

Fresh produce past its best

03 / The problem

You buy it fresh.
It rarely stays that way.

The avocados turn the day before you need them. The salad wilts by Wednesday. The berries fur over before the weekend.

It is not bad luck. Fresh produce gives off an invisible gas, ethylene, as it ripens. Sealed inside a fridge, that gas builds up and pushes everything around it to ripen faster, then spoil. The big shop quietly becomes the weekly clear-out.

04 / How it works

Three steps. Then forget about it.

The Shelf Life filter in a fridge
01

Pop it in the fridge

Sit the filter on a shelf or in the crisper drawer. That is the entire setup, no plugs and no apps.

02

It absorbs the gas

Fresh produce releases ethylene as it ripens. The natural minerals draw it in and slow the spoilage.

03

Reset and reuse

Every few months, microwave it for under a minute to refresh the minerals. It lasts up to two years.

Independent testing at the University of Nottingham

05 / The science

Backed by science.

We worked with scientists at the University of Nottingham to test the mineral independently.

  • →Independently tested by University of Nottingham food scientists.
  • →Nearly 5x more ethylene absorption than the leading competitor.
  • →Slows the natural ripening process that causes fresh produce to spoil.
  • →Could save you hundreds of pounds a year on wasted produce.

Savings based on WRAP data. Absorption figure based on independent BET analysis at the University of Nottingham, 100 mbar.

06 / Why Shelf Life

Why choose Shelf Life?

Fresher for longer

Fresher for longer

Absorbs the ethylene gas and excess moisture that speed up spoiling, so your fruit and veg stay fresher for longer.

Saves you money

Saves you money

Less produce in the bin means real savings on the weekly shop. It could save you hundreds of pounds a year, with zero extra effort.

100% natural

100% natural

Made from 100% natural minerals in recyclable, food-safe materials. No batteries and no chemicals.

Lasts two years

Lasts two years

Works passively in your fridge for up to two years. Reset it in the microwave in under a minute. No tech, no fuss.

Savings based on WRAP data; individual results vary.

07 / Good questions

The bits worth knowing.

How does it work?
Fresh produce releases ethylene gas as it ripens. Left unchecked, that gas accelerates rotting in everything around it. The Shelf Life Filter contains a natural mineral that absorbs ethylene, excess moisture, and odours, slowing the whole process down. No batteries, no chemicals, nothing to plug in.
Where does it go in my fridge?
Anywhere in the main compartment works. The filter improves the overall fridge environment, so placement doesn't need to be precise. One unit suits a standard fridge. For larger American-style fridges, two to three units work better.
How long does it last?
Up to two years. Once a month, microwave it for 30 to 45 seconds to reset the mineral and restore full absorption. That's it.
Has it been independently tested?
Yes. The mineral was tested by researchers at the University of Nottingham using BET analysis, a standard method for measuring gas absorption. It absorbed nearly five times more ethylene than the leading competitor at equivalent conditions.
How much food waste will it actually save me?
UK households throw away around 4.4 million tonnes of avoidable food waste every year, most of it fresh produce. The filter won't eliminate waste entirely, but it meaningfully extends the window between your weekly shop and the bin. Based on WRAP data on household produce waste, that adds up to hundreds of pounds a year for a typical family.*
*Individual results vary.
Do I need to do anything to maintain it?
Once a month, put it in the microwave for 30 to 45 seconds. That resets the mineral and restores full absorption. If you notice produce spoiling faster than usual, that's the signal to reset it. Otherwise it just sits in your fridge and gets on with it.

08 / Launching soon

Be first to keep
the good stuff good.

We are putting the finishing touches on Shelf Life. Join the list for early access and early-bird pricing the moment we launch.

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