Frozen Assets: Freezing Food Could Make a Big Dent in the £730 a Year British Households Throw Away

Sainsfreeze, a new concept store from Sainsbury’s opens its doors today, showing customers how to freeze different types of foods and save on surplus food going to waste.

It comes as climate action NGO WRAP warns the average family is wasting £60 a month – or £730 a year – through food waste. Meanwhile, new research from Sainsbury’s shows that 58% of Brits say they’re looking at ways to cut costs – including throwing away less food (35%) and purchasing more reduced items (45%). Almost all food items can be frozen, and both Sainsbury’s and WRAP are on a mission to show Brits the vast benefits becoming freezer savvy has on shoppers’ pockets and the planet.

The first of its kind walk-in freezer looks like a regular Sainsbury’s from the outside, but once inside customers will be greeted with frozen groceries that they would usually buy fresh. Customers will see shelves stacked with everyday items such as fruit and veg, dairy, meat, fish and baked goods – but everything will be frozen. From frozen eggs to herbs mixed with water and preserved in ice trays, the innovative pop-up aims to inspire Brits about the ways food can be frozen to help reduce waste and save money.