Supermarket chain Sainsbury’s is to relax the traditional ‘freeze on day of purchase’ advice on its labels in a bid to slash food waste.
Labels being rolled out across the UK will instead advise customers to freeze as soon as possible up to the use-by date.
The move is being made in partnership with the Waste & Resources Action Programme, which hopes it will prevent up to 800,000 tonnes of food waste.
Sainsbury’s head of product technology Beth Hart said: “There is no food safety reason why it cannot be frozen at any point prior to the use by date.
“As a large retailer, we have a responsibility to minimise food waste where possible and this new labelling will certainly help us do that.”
WRAP consumer food waste prevention manager Andrew Parry said: “Changing the guidance to freeze before the use by date is a welcome move.
“Now we can all look in our fridges and know we can freeze most items which are about to go out of date and enjoy them at a later time. In doing so we can expect to reduce the amount of out-of-date food we throw away, which will in turn save us all money.”