Birds Eye, the UKs biggest provider of frozen food, has launched a £500,000 media campaign to highlight the benefits of frozen foods off the back of the Waste & Resources Action Programmes study into food waste.
The WRAP study released last week showed that Britons throw away £10 billion of good food produce every year more than £600 per household.
WRAP has said that freezing more food offers one of the solutions to the food wastage issue due to the fact it can be stored and then used only when required.
The Birds Eye print and radio campaign will highlight the amount of money that consumers waste each year by throwing away fresh food and aims to reach 40% of UK mothers. The frozen food brand is targeting mothers because it believes that they are the key food purchasers in UK households.
In the current climate, consumers are looking for ways to cut costs, reduce their outgoings and enjoy fresh food without the waste, said Birds Eye UK general manager Anne Murphy.
Murphy added that the uplift in sales for frozen food suggests the message is getting through that freezing food locks in taste and nutrients, meaning that frozen tastes just as good as fresh.
Image: Birds Eye logo