Two separate recent research projects prompted UK supermarket Iceland to kickstart a new project aimed at providing low-income families with freezers, as the cost-of-living crisis shows no signs of abating.
Research from Manchester Metropolitan University showed that families switching from fresh to frozen food halve their food waste and reduce their household grocery bill by almost a quarter. Meanwhile, the 2020 #LivingWithout campaign report revealed that 1 in 10 households in the UK were living without a freezer – some 2.8 million people.
Electrical retailer Currys will donate the freezers following a consultation with each household to identify the best solution for them based on their needs, available space and energy use, helping to mitigate the impact of energy price rises. In addition to donating freezers to families, the initiative also aims to support the families across different aspects of adopting a more affordable and healthy diet.
The pilot scheme, run alongside with Clarion Housing Group, the largest social landlord in the country, will take place in Salford, UK. The project will be evaluated by Manchester Metropolitan University with a view to replicating the scheme in communities across the UK.
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