According to the latest figures on food waste, households in the United Kingdom are throwing away, on average, the equivalent of eight meals a week. With over eight million people in Britain reportedly not having access to sufficient food or nourishment of an adequate quality to meet basic dietary needs, and the average household wasting 14 kilograms of edible food per month, it is clear that there is significant improvement needed in the way household food is managed.
In response, the British Frozen Food Federation (BFFF) has relaunched the Frozen Food Revolution campaign, now in its second year. This initiative aims to address the issue of food waste, highlighting ways in which buying frozen food can help to reduce the amount of food people throw away.
The initiative emphasizes that frozen food can improve household food management, making meal planning easier, more cost-effective and sustainable. Replacing fresh ingredients with frozen equivalents, which have longer storage lives, could mean less food ends up in the bin.
But, according to product intelligence platform Vypr, over 85 percent of consumers hold back from frozen food purchases because of a lack of freezer space. In fact, 60 percent would buy more frozen meats and fish, and 53 percent would purchase more frozen vegetables and fruit, if they had additional storage capacity. The BFFF’s campaign aims to spread the word about the benefits of frozen, and influence people to look more closely at what is in their freezers.
With frozen food, households can also manage portions more easily and only use what they need, cutting down on unnecessary waste. Pre-prepared frozen products can also help to cut down on food like potato peel ending up in the bin.
However, Vypr data, a major product intelligence platform, shows that only seven percent of British consumers visit the frozen food section first, with the majority starting their shopping in the chilled section, a behavior the Federation is hoping to challenge with the campaign.
“With the Frozen Food Revolution 2024, we want to highlight the ways in which frozen food can improve household food management, making meal planning easier, more cost-effective, and sustainable,” said Rupert Ashby, chief executive officer of the BFFF. “The variety of foods available frozen has also increased hugely in recent years, so we’re encouraging shoppers who might not normally make a trip to the frozen aisle of the supermarket to check it out and try something new.”
He added: “Frozen food is generally cheaper than fresh equivalents, but what many people don’t realize is that the key reason for that is that there is so much less waste in the supply chain, so it’s a win-win. Chilled products such as soft fruits get squashed, vegetables bruise, and transportation delays impact shelf life, and that is all reflected in increased cost to the buyer in the chilled aisle.”
The Vypr data shows that 62 percent of consumers think frozen food is high quality, but a third find the variety available too limited, so retailers have an opportunity to attract more customers by expanding their frozen ranges.
“We also want people to get to love their freezer and make it part of weekly meal planning. To help with that, we’ve compiled a list of ‘five feasts from the freezer,’ suggesting delicious combinations of some of the items commonly found in UK freezers,” said Ashby At a time when millions are struggling to put food on the table, it’s unacceptable that we are throwing so much away. A big part of the solution lies in better management of our food, and frozen food is a big part of that.”
Top 10 Foods to Look Out for in the Frozen Aisle
Self-styled “Food-Waste Lady” and expert adviser to the BFFF, Helen White, suggests her favorite fresh-for-frozen “swaptions” to consider next time you’re in the supermarket:
1. Frozen Mash
The potato is the UK’s most wasted food item. If you fancy mash, consider going for the no-need-to-peel frozen variety. You can event get cheesy and garlicky versions.
2. Frozen Meals
Meals make up the biggest proportion of food waste from our homes by cost – we bin £3.2 billion worth of meals each year. Most meal waste comes from making too much. So, why not make space in your meal plan for a perfectly-portioned favorite from the freezer?
3. Frozen Chicken
Most of the UK’s edible meat and fish waste is poultry and most is wasted because we don’t use it in time. Buying frozen gives you much more time to use it. Always check and follow the cooking instructions on frozen breaded raw chicken products.
4. Frozen Mixed Vegetables
Most of us buy frozen peas, but we don’t apply the same logic to other popular vegetables – only to waste 120,000 ton of mixed veggies per year. The frozen aisle offers a vast variety of vegetables, so whether you’re making a stir-fry, a casserole or a mediterranean-style meal, go frozen.
5. Frozen Cakes and Desserts
Unbelievably, UK households bin around 100,000 tons of cake and dessert per year, mainly because they weren’t used in time. Frozen treats will stay fresh in the freezer..
6. Frozen Sausages
Pork is the second most wasted meat in the UK, and sausages are the biggest offender – we throw away 25,000 tons of them a year. Whatever type of sausage you want, you can probably find them frozen, so you’ll never need to throw another banger away.
7. Frozen Spinach
Fresh vegetables and salads make up the biggest proportion of food waste from our homes by weight (26 percent) and leafy salads, including spinach, is the third-most wasted kind of veg behind potatoes and mixed vegetables. So, if you’re cooking with spinach, frozen is the way to go
8. Frozen Onions
We waste 93,000 tons of onion a year and, again, the main reason is the they are not used in time. Frozen, pre-chopped onion is the answer, plus it saves time on preparation. The same applies to frozen chillies, ginger and garlic.
9. Frozen Fruit/ Smoothie Mixes
UK households throw away a shocking 54,000 tons of strawberries and other soft fruits every year. Frozen berries preserve that summer vibrancy of flavor all year round and they won’t compost in your fridge.
10. Croissants and Morning Goods
We’re throwing away 34,000 tons of these delicious treats every year. The answer? Bake-from-frozen buttery croissants, pains au chocolat, and other breakfast treats, which can sit nestled in the freezer, ready to bake whenever you are.
