// Sainsbury’s opens new concept store, Sainsfreeze, in London’s Shoreditch
// The pop-up will give away free food which will otherwise go to waste and is open between 27-28 September
Sainsbury’s has opened the doors to its new concept store, Sainsfreeze, offering visitors free food and showing them how to save on surplus food going to waste.
The grocer‘s pop-up, which is aimed at showing customers how to freeze different types of foods, has opened in London’s Shoreditch between 27-28 September.
It 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.
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Frozen items including eggs, meat, herbs and baked goods will be available to the public without charge.
“When people think about climate change, food waste often gets overlooked,” Sainsbury’s corporate responsibility and sustainability director, Ruth Cranston said.
“Around a third of food produced for human consumption is lost or wasted and it contributes a whopping eight to 10% of greenhouse gas emissions globally each year.
“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.”
Climate action NGO WRAP estimates the average family is wasting £60 a month or £730 a year through food waste, while Sainsbury’s own research* suggests 58% of UK consumers are looking at ways to cut costs including throwing away less food (35%) and purchasing more reduced items (45%).
From frozen eggs to herbs mixed with water and preserved in ice trays, the innovative pop-up aims to inspire consumers about the ways in which food can be frozen to reduce waste and save money.
Top items currently commonly thrown away include bread, milk and salad. According to Sainsbury’s research, 36% have found an item to be mouldy or gone off before they have had a chance to eat it, while only 11% realise eggs can be frozen, 24% herbs and 18% yoghurt.
Sainsfreeze is open to the public today and tomorrow in Boxpark, Shoreditch from 10am to 6pm, with all food being given away for free. All surplus food from Sainsfreeze will be donated to Sainsbury’s food redistribution charity partner FareShare.