Thursday, 3.45pm - TV STAR Amanda Holden and a host of other famous mums are backing the waste saving innovation of a former Boston woman.
The Britain's Got Talent judge is one of many famous faces endorsing Count On It freshness labels, the brainchild of former Boston High School pupil Lyndsey Young.
The stick-on labels feature scratch-off panels which show when a product was first opened, stored or frozen, helping to avoid unnecessary wastage.
"They are simple to use but so effective. I'm beginning to wonder how I ever managed without them," said Amanda Holden, mother to a two-year-old.
TV actresses and young mums Sarah Parish, Angela Griffin and Jane Wall are also behind the product.
Mrs Young, 40, a mother of two, says she is 'thrilled' to have their support.
"I have a picture of them all holding one of the boxes on my fridge. It's a bit surreal. I'm so used to seeing them on television."
Mrs Young came up with the idea for the labels at the start of this year. Now, at its end, the product is ready to go on sale in Lakeland stores nationwide from January, after being all ready stocked in Boston.
For an economy in recession, it's a defiant success.
"Sales are going really well," said Mrs Young, who now lives in Bottesford, near Grantham. "People are picking up that food prices are still increasing and conscious how much food they are throwing away. I am now getting a lot more interest than at the start of the year."
l Count On It labels will be available in the new Lakeland brochure and online at www.lakeland.co.uk from January. They are also available from www.count-on-it.co.uk and at Johnson's Garden Centre, Wainfleet Road, Boston.