Sainsbury’s has dropped its five-year £10m ’Waste Less Save More’ campaign, which was launched in 2015 to help cut food waste.
The campaign was launched after research by the supermarket showed that food waste was the number one priority for its customers.
Other research showed that UK homes threw away more than seven million tonnes of food every year, worth £700 per household a year, and 60% of it was edible.
Last year it was revealed that a year-long pilot project to halve food waste in Swadlincote, Derbyshire, had resulted in only a “single-digit reduction” in avoidable food waste.
A Sainsbury’s spokesperson said: “We launched ’Waste Less Save More’ three years ago. Since then, we have invested even more time and research into understanding what living well really means for our customers.
“We found their priorities have changed and broadened, which is why reducing food waste now forms one part of an even bigger ambition to help our customers ’live well’ in every aspect of their lives.”
But the supermarket did report that a third of households said their awareness of food waste had risen, while two-thirds said they had already or were planning to change behaviour.
Sainsbury’s also formed a partnership with sustainability charity Hubbub to create the Community Fridge Network, which allowed people and businesses to leave surplus food in designated fridges in specific locations for residents to access.
A Hubbub spokesperson said: ”The successful elements of the Swadlincote experiment have been expanded to more than 30 communities, which have received investment from Sainsbury’s of just under £1m. Hubbub is working with these communities to assess the impact of their activities and the full results will be available in August.
”’Waste Less Save More’ has demonstrated once again that household food waste is a complex and entrenched issue with multiple causes. There will be no single magic bullet to resolve this, but every 1% saving nationwide represents £130m of food saved.”