The iFreeze campaign, which Iglo has pumped £3.7M into, will highlight that European households waste an average of €260 of food each year and provide advice and tips on how freezing food and frozen food can save money and prevent waste.
One in five people throw away food because they’ve prepared too much and only 33% considered throwing away food past its ‘use-by’ date waste, according to Iglo research.
Birds Eye, Iglo Group’s UK brand will launch the campaign in April – supported by WRAP, Hotpoint, and the British Frozen Food Federation – and will provide information through TV and print advertising, online tips and on-pack advice.
Fight and educate
Andy Weston-Webb, UK md, Iglo Group, said freezing and frozen food could play a key role in the fight against food waste and save consumers money.
“As Europe’s leading frozen food company, we should and can help educate consumers,” he claimed. “Research shows that consumers want businesses to work with other organisations and forming this partnership with WRAP enables us to elevate this message.”
Dr Liz Goodwin, ceo, WRAP, said: “It’s crucial to raise awareness and provide information on ways to prevent food waste, and WRAP is delighted to be working with Iglo. This partnership allows us to highlight the important role freezing can play in reducing food waste, and will help support our ambition to halve UK avoidable household food waste by 2025.”
Meanwhile, watch our video with Iglo’s director of corporate social responsibility, Peter Hajipieris, to hear why he said the food industry had a moral responsibility to collaborate to tackle food waste.
Food waste facts
- UK households throw away £3bn of food a year
- That is a whopping 850,000t
- 5.8M potatoes are discarded each day in the UK
- 50% of people don’t think throwing away a sprouting potato is waste
- 53% of consumers think businesses should work with charities to tackle food waste
Source: Iglo Food Group