Flowers to get scented stickers
A supermarket will trial scratch-and-sniff labels on its flowers to give shoppers a whiff of what's to come.
Waitrose decided to test scented stickers on its Oriental Lilies after discovering customers prefer to buy flowers when the petals are closed, before their scent is released.
The "try before you buy" technology will allow customers to gauge the flowers' expected aroma by scratching a sticker attached to the packaging.
The trial lilies will hit the shelves on May 24.
Waitrose buyer Emma Coupe said: "Consumers demand that their flowers last longer and in recent years cultivating cut flowers with a consistent quality and long vase life has bred out the scent genes - it's one of the side effects.
"However, we've worked closely with our suppliers to ensure that the long life and scent of the flower is not compromised.
"As the Oriental Lily hides its scent until its petals start to open it was the perfect guinea pig for the trial of scented labels."
Floral fragrance expert Dr Hazel MacTavish-West and natural perfumer Dr John Heffernan were enlisted to assess the fragrance of open lily flowers.
Each component of the fragrance was analysed and then recreated as a fragrance in a bottle.
The team assessed these fragrances, comparing them with the real thing to provide feedback - and after six attempts they had Oriental Lily fragrance in a bottle.