Premier Foods, one of the UK’s largest food businesses and home to some of the nation’s best loved brands, has launched a new campaign to help consumers transform their leftover ingredients into delicious meals.
‘Fresh Take on Food Waste’ is an online tool that displays recipes based on the food items most commonly found at the back of people’s fridge. Users can select the ingredient they want to use up and then pick from a bank of recipes to make at home that have been developed by Premier Foods’ chefs.
According to WRAP UK, 4.5 million tonnes of food goes to waste in the UK each year[1]. To put this figure into perspective, WRAP UK calculates that this means that a UK household wastes on average the equivalent of eight meals a week, which is equal to 490,000 bin lorries or 90 Royal Albert Halls of food wasted, annually[2]. Premier Foods’ latest campaign looks to help consumers tackle their own food waste and create delicious meals with their leftovers.
To access the site and its extensive bank of recipes, shoppers can scan a QR code located on the top selling products within Premier Foods’ Homepride, Loyd Grossman and Sharwood’s cooking sauce ranges. Here, shoppers can also access food waste hacks, which amongst other things, includes freezing leftover cooking sauces.
Andrey Sokirkin, Brand Director for cooking sauces and accompaniments at Premier Foods comments: “Every year, an astonishing amount of food is wasted in UK homes – the equivalent of 490,000 bin lorries, according to WRAP UK!
“Through this campaign we want to encourage consumers to take simple, easy steps in making leftovers go a little bit further and the versatility and affordability of cooking sauces makes them the ideal choice for people wanting to do just that. ‘A Fresh Take on Food Waste’ is all about championing those overlooked ingredients that often get thrown away and changing the way we look at leftovers. It’s been great working with our chefs to develop these recipes and I look forward to seeing our customers get creative in the kitchen and doing their bit to reduce their food waste.”
The microsite has been developed with expert advice from climate action NGO and founders of the UK Food Waste Reduction Roadmap, WRAP UK. Premier Foods has been a signatory of the roadmap since 2017, forming part of the company’s ambition to halve food waste by 2030 and support its suppliers and consumers to do the same. More information on Premier Foods’ Enriching Life Plan can be found here.
The national in-store execution for ‘Fresh Take on Food Waste’ will run from September to October in selected stores. The new labels are running across Homepride, Loyd Grossman and Sharwood’s products and include a QR code to access the site. They are available nationwide, including grocery, wholesale, and convenience channels. There will be in-store POS marketing support to help raise awareness of the campaign amongst shoppers.
To learn more about the campaign, please visit https://www.freshtakeonfoodwaste.co.uk.
[1] https://wrap.org.uk/resources/report/food-surplus-and-waste-uk-key-facts
[2] https://wrap.org.uk/resources/report/food-surplus-and-waste-uk-key-facts
Comments are closed.