well-stocked freezer leftovers - Getty

The campaign aims to educate younger shoppers about the “the very real benefits of buying frozen”

The British Frozen Food Federation is launching a food waste-themed campaign to raise awareness among consumers struggling with rising living costs.

The BFFF is targeting younger generations with the nationwide PR campaign, which starts on 5 September, by using social media platforms to explain how to tackle food waste whilst saving money against the backdrop of the cost of living crisis.

According to latest Kantar data, grocery inflation has reached record high levels of 11.6%, meaning the average annual shop is set to rise by £533, or £10.25 every week.

The BFFF said it hoped the campaign would play an important role in educating younger shoppers about the “the very real benefits of buying frozen” amid hiking bills.

Newly appointed CEO Rupert Ashby said: “We will be encouraging consumers to buy more frozen food by demonstrating how they can reduce the amount of food they throw away and save money.

“At a time when household bills are under real pressure, this is a powerful message that not only benefits shoppers, but also helps fight climate change by reducing the 4.5 million tonnes of edible food thrown away by UK households every year.”

The food waste campaign is part of a larger Frozen Food Week organised by the BFFF with the support of several frozen food brands such as Birds Eye.

Each day of the week will feature a different food theme and explain how sourcing, portion control and preservation can help reduce food waste.

The industry body said it was the first time the frozen food sector had come together to run Frozen Food Week, and that it was “hoping to build on the momentum” in the years ahead.

“Birds Eye will be supporting the first annual Frozen Food Week with both consumer and trade-facing activations as there’s never been a more important time to remind consumers of the value of frozen,” said Louise Collier, category director at Birds Eye.

“Frozen food has always played an important role in helping shoppers get more for their money without them having to compromise on quality, offering consumers longer shelf-life and greater portion control, which helps reduce food waste, so allowing budgets to stretch further.”