Premier Foods has launched a new campaign to help consumers transform their leftover ingredients into meals and reduce food waste.
‘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. To combat this, 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. The microsite has been developed with advice from climate action NGO and founders of the UK Food Waste Reduction Roadmap, WRAP UK.
Andrey Sokirkin, brand director for cooking sauces and accompaniments at Premier Foods said: “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.”
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