Time-temperature indicators or integrators (TTIs) indicate food quality changes based on time-temperature history. Whilst many types of TTIs have been developed and commercialized, educated consumers often refuse to purchase food products with attached TTI labels showing even a slight color change. In this study, a novel on-off diffusion-based TTI coupled with polydiacetylene/silica nanocomposites has been proposed. The prototype TTI tag has a multilayer structure comprised of a self-adhesive base layer, a middle microporous sheet, and an upper opaque white layer coupled with a square reservoir of Tween 20 attached to an activation stripe. At the end of the diffusion path, polydiacetylene/silica nanocomposites were injected into a loading site as a fine blue stripe. After activation, Tween 20 diffused and reached the loading site, where it rapidly changed from blue-to-red via solvatochromism. This alternative and innovative TTI continuously showed a blue color until reaching the end point, at which stage a red color rapidly appeared, indicating product rejection. Thus, this novel TTI it is of great benefit to the brand owner. The developed prototype was characterized and evaluated for its ability to monitor microbial quality based on published, isothermal, microbial growth data of modified-atmosphere packaged minced beef, Mediterranean fish, and ground pork. The diffusion of Tween 20 in the TTI system was measured under various isothermal conditions and a kinetic model, based on the association between diffusion and time-temperature, was investigated. The Gaussian-estimated activation energy value was 51.082kJ mol-1. Tween 20 diffusion of 6.10, 5.15 and 6.15mm along the TTI systems were considered to be end points and the 95% confidence interval between the times taken for TTI to display OFF and for the foods to reach their deterioration thresholds were 23.30-23.70, 23.00-23.50 and 23.44-24.05h for total aerobic bacteria, Shewanella putrefaciens, and Pseudomonas spp. respectively. The TTI performance test for reproducibility and accuracy revealed a normal frequency distribution with 35004.90, 1200.254.82 and 549.811.09min at 0, 11 and 25C, respectively in accordance with the investigation of diffusion in the TTI.