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Sainsbury’s new ‘Sainsfreeze’ pop-up will give away free frozen food


// Sainsbury’s will give away free frozen food at Boxpark concept store
// The grocer aims to to save surplus food from going to waste and help people save money

Sainsbury’s will open a new concept store ‘Sainsfreeze’ to give away frozen groceries for free and show customers how to freeze foods to reduce waste.

The pop-up, which will be open in London’s Boxpark Shoreditch between 27-28 September, 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.

Sainsfreeze will feature a walk-in freezer and aims to save surplus food from going to waste and help people save money.

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The store will feature shelves stacked with fruit and veg, dairy, meat, fish and baked goods – but everything will be frozen, and it’s all being given away for free.

From mixing wilting herbs with oil or water and freezing into ice cube trays – for throwing straight into soups and stews – to portioning minced meat and freezing flat to save space, Sainsbury’s hopes the store will help teach customers new ways to freeze food.

The items available have been selected off the back of research that revealed the items Brits most commonly throw away as they are about to go off, including milk, eggs, bread, and onions as well as other commonly wasted items foods, such as bananas and herbs.

“When people think about climate change, food waste often gets overlooked,” Sainsbury’s corporate responsibility and sustainability director, Ruth Cranston said.

“That is why 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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