Premier Foods has launched a campaign to help consumers transform their leftover ingredients into new meals.
‘A Fresh Take on Food Waste’ is an online tool that displays recipes based on the food items most commonly found at the back of people’s fridge. Users can select the ingredient they want to use up and then pick from a bank of recipes to make at home that have been developed by Premier Foods’ chefs.
To access the site, shoppers can scan a QR code located on the top-selling products within Premier’s Homepride, Loyd Grossman and Sharwood’s cooking sauce ranges. Here, shoppers can also access food waste hacks.
Andrey Sokirkin, Brand Director for cooking sauces and accompaniments at Premier Foods, commented: “A Fresh Take on Food Waste is all about championing those overlooked ingredients that often get thrown away and changing the way we look at leftovers.
“I look forward to seeing our customers get creative in the kitchen and doing their bit to reduce their food waste.”
A national in-store execution for Fresh Take on Food Waste will run from September to October in selected stores. In-store POS will help raise awareness of the campaign.
