A new supermarket in Denmark is selling only expired food in a bid to reduce waste and save customers money.

These days in the food industry it’s all about waste. Restaurants, like Silo and Wasted, have gradually been garnering onto the fact that consumers are increasingly ecologically minded. For them, just because something is past its sell-by date, doesn’t mean it isn’t good.

Extending this mindset to the grocery store is WeFood, a new supermarket in Copenhagen where all the food is past its expiry date, or has damaged packaging that would’ve caused it to be thrown away, and is up to 50% cheaper than in other stores in the city.

The aim is simple: cut down on the 1.3 billion metric tons of food waste globally produced every day and, in the process, provide affordable produce for low-income families.

It's a small step for a big problem, but seems to signal changing attitudes to how we consumer food.

Consumers are becoming increasingly concerned with the effects of their consumption habits, with many looking to take a slower and more mindful approach. Read about a new breed of consumer who values their environment and community over all else in our Slow Report.