Shocking record of UK household food waste drives Sainsbury’s soup campaign


According to new research, a staggering £1.17 billion worth of fruit, vegetables and bread is wasted by UK households each year.

Research from supermarket chain Sainsbury’s looks at changing attitudes towards New Year’s resolutions and as the retailer pursues its mission to ‘Help everyone eat better’.

Encouragingly, eating healthy tops the list of resolutions, with 52% of adults committing to eating more nutritious foods, up from 24% about 20 years ago and 37% just a decade ago.

Reducing food waste (22%), recycling more (21%) and reducing carbon footprint (15%) feature on the list of top 10 resolutions set in January.

Food waste is a huge problem facing the British public, with research revealing that the average UK household throws away 142 carrots, onions, tomatoes, courgettes, potatoes and loaves of bread a year.

More than half (56%) of those surveyed admitted they felt guilty about the amount of food they threw away, but many blame a lack of cooking skills for the waste. Another 18% said they could reduce food waste if they knew more recipes.

To help combat this, Sainsbury’s is encouraging customers to make more homemade soup to use vegetables that would otherwise have been wasted, by creating a host of delicious, cheap and easy recipes for its website. These include classics such as vegetable-filled roast tomato and pepper soup and pea and leek soup that can feed a family of four for under £5.

SAinsbury’s is a founding partner of Fareshare and works with 15,000 charity partners across the country through its partnership with Neighborly to donate leftover food from its stores.

Mark Given, the chain’s marketing director, said: ‘At Sainsbury’s we are committed to helping our customers eat better for their health and that of the planet, so it’s really encouraging to see so many people looking to create more sustainable and healthier habits. to see them until 2022.

“Whether it’s using up leftover ingredients or cooking in batches for busy days, our new soup recipes are designed to make eating better for your health and the planet as simple and affordable as possible. .

“There’s a common misconception that making soup from scratch is hard, but we’re determined to show our customers that’s not the case while providing healthier options that will help them too. reduce their food waste, one bowl at a time.”

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