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.
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