‘Help us not waste this food’: The Whole Truth wins internet with honest, no-waste marketing move
Mumbai-based health food brand The Whole Truth has garnered widespread praise online for a transparent initiative aimed at reducing food waste by distributing near-expiry products to customers.
The story started when X user Uddhav Parab shared a photo of a note that came with his recent order from the brand. Along with his purchase, he received two extra bars accompanied by a message explaining that this was no packing error but a deliberate effort to prevent food wastage.
The note read, “Oops! There are two extra bars in this order! No, it wasn’t an error. This is about us asking you a favour.” The brand clarified that the bars were close to their “best before” date-not expired, but often discarded due to consumer hesitation. They revealed, “We put a shelf life that is at least a month lower than what our testing tells us. So please help us not waste this food. Have it, if you will, or share it with someone who might!”
Parab applauded the brand’s sincerity and marketing approach, calling The Whole Truth “one of the few purpose-based brands that get it right.” Social media quickly responded with admiration for the brand’s ethical transparency and refreshing tone. Users praised the smart, honest move, sharing their own experiences of receiving similar notes and extra bars.
The Whole Truth’s campaign stands out as a compelling example of how purpose-driven brands can combine sustainability with genuine communication to create meaningful impact.
