Sauce Kitchen has launched a campaign to encourage consumers to freeze excess or leftover food to use another day instead of letting it go to waste.
The upmarket sauce maker has launched the push – dubbed No Waste Please, We’re British – to change consumers' perception of frozen food by challenging them to eat at least one meal a week from the freezer.
"Some say frozen food is 'for lower incomes' but they’re wrong,” said a campaign spokesman. “It's just that we've been brainwashed for too long believing fresh is best, when in many cases frozen is just as good."
A website has been set up giving tips on how to use leftovers. It also gives reasons why consumers should be using more frozen food, claiming that frozen food contains fewer preservatives than chilled food.
Waste reduction body WRAP estimates that 8.3 million tonnes of food that could be eaten is sent to landfill every year.
Two servings for The Sauce Kitchen range (9 October 2010)
Saturday Essay: Make frozen food sexy for savvy shoppers (2 October 2010)