Sainsburys Freezing Food Advice

February 10, 2012 by staff 

Sainsburys Freezing Food Advice, It is hoped that new labelling for freezing food will help consumer behaviour and cut waste. Photograph: Alamy, Long-standing advice to consumers to freeze food on the day of purchase is to be changed by a leading supermarket chain, as part of a national initiative to further reduce food waste.

Brand new labelling on food products being rolled out in all Sainsbury’s stores from Friday will instead advise customers to freeze food as soon as possible up to the product’s ‘use by’ date.

The initiative is backed by the government’s waste advisory body, the Waste and Resources Action Programme (Wrap), whose research shows that 60% of consumers believe food must be frozen on the day of purchase. Wrap estimates that changing the standard advice on all food products could help stop over-cautious shoppers from throwing away as much as 800,000 tonnes – £2bn – of perfectly good food every year.

Beth Hart, Sainsbury’s head of product technology for fresh and frozen, said: “The ‘freeze on day of purchase’ advice needs to be changed as there is no food safety reason why it cannot be frozen at any point prior to the use-by date. As a large UK retailer, we have a responsibility to minimise food waste where possible and this new labelling will certainly help us do that.”

Research from Sainsbury’s shows that 62% of the UK regularly uses the freezer to lengthen the life of food. In a separate study by Wrap, only 21% of people interviewed had frozen food that was nearing its use by date during the past week. For this reason, it is hoped that the new labelling, which has been drawn up in consultation with Wrap, will help to change consumer behaviour.

Wrap figures show that UK households waste around 7.2m tonnes of food and drink every year, most of which could have been eaten. This is estimated to costs families up to £50 a month.

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