Food Standards Scotland is urging consumers not to compromise health because of a desire to prevent food waste.
The public sector body has launched a new campaign called Look at the Label to raise food safety awareness and prevent food poisoning.
The organisation said Scottish consumers had conflicting priorities as they used a sight and smell test to reduce waste, risking their health by not reading labels. Look at the Label urges shoppers to spend longer reading the use-by date, nutrition labelling, and allergens and storage advice to encourage healthier and more informed choices.
The campaign runs for one month and includes press, radio, digital, poster and trolley advertising, social media activity and PR.
“We are encouraging consumers to pay attention to date labelling, content, storage and handling information, and to look for more greens and ambers,” said FSS chief executive Geoff Ogle.