IGLO GROUP have invested £3.7m in brand new iFreeze campaign to help reduce food waste in UK households.
The iFreeze campaign, launched by Iglo Group and WRAP, is part of Iglo Group’s Forever Food Together programme, launched in October 2014.
The campaign aims to inform consumers across Europe, through the use of TV, print, online and on-pack advice, about the benefits of freezing food. It will provide advice and tips on how increased use of frozen food can help reduce food waste and save money.
Iglo’s research found that one in five people throw away food because they’ve prepared, cooked or served too much (22%), or because they feel it has gone past its best (20%). The results demonstrate that further education is required to encourage consumers to store and freeze food rather than throw it away.
Andy Weston-Webb, UK MD of Iglo Group, said: “Freezing, as a means of preservation, and frozen food both have the potential to 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. Research shows that consumers want businesses to work with other organisations and forming this partnership with WRAP enables us to elevate this message. We’re delighted that Birds Eye is the first Iglo Group brand to launch iFreeze.”
Dr Liz Goodwin, CEO of WRAP, added: “WRAP found that around 850,000 tonnes of good food goes to waste every year from our homes, which could have been eaten later if frozen. That’s throwing away enough food to fill Wembley stadium, food worth more than £3 billion.
“So 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.”
Birds Eye, Iglo Group’s UK brand, will be the first market to launch the campaign in April, supported by WRAP, Hotpoint, a leading brand of large home appliances, and the British Frozen Food Federation (BFFF).