UK supermarket Sainsbury’s ran a walk-in freezer-inspired store in Shoreditch’s Box Park to educate consumers about food waste.
The London location was stocked with fresh food that had been prepped and frozen down, rather than the retailer’s traditional frozen range. Sainsfreeze – as the pop-up was known – included items from across the supermarket that are most commonly thrown away, such as milk, eggs, bread, bananas and herbs.
Sainsbury’s hosted live demonstrations showing how items like these could be frozen to save space and avoid food waste. Visitors were also invited to take a free frozen item, so they could test the quality at home.
The pop-up is a reaction to statistics that show a third of food produced for human consumption is lost or wasted, but also aims to show consumers how a few life hacks can save them money this winter.
Ruth Cranston, Director of Corporate Responsibility & Sustainability at Sainsbury’s, said: “We are launching Sainsfreeze to help customers try and combat food waste and learn handy hints and top tips along the way. Innovative freezing not only allows us to save food we would otherwise have thrown away, but also to buy reduced food close to its use-by date, saving even more money on the weekly grocery bill.”
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