A wide range of measures is required to tackle the global food waste problem. Innovative packaging, which helps to reduce food waste, is one important measure. The data for food waste is often presented in a summarised way. However, different food products are wasted for different reasons. In a Swedish project, actors along the entire value chain collaborated to develop new packaging solutions to reduce food waste of three products: salsa in glass jars, mixed lettuce in plastic packaging and rice pudding in plastic packaging. Waste levels and reasons for waste were examined in waste audits of the businesses, in ethnographic studies and in interviews with consumers at retail stores. This study showed that consumers wasted the products to a much higher extent than the waste which occurred during filling, transport and retail. Waste levels among consumers varied from 0-75%, which is notably high, given that consumers tend to underestimate or not admit to wasting food. The mixed lettuce and rice pudding are both intended to be packaged in appropriate serving sizes; however, only 27% of the mixed lettuce and 50% of the rice pudding was consumed in one sitting. Respondents mentioned some material features and several handling functions of packaging, but very few commented on the protection that the packaging provides. Few, if any, expressed any recognition of packaging attributes, which helped to avoid food waste. The respondents mentioned that wasting food was a waste of money and that it can have a negative effect on conscience; despite that, respondents also said that they wanted a variety of meals and to not have the same food several days during the same week.