A new campaign by Sainsbury’s aims to cut down on the £680 worth of food that each UK family throws away each year.

84% of British families still indulge in a Sunday roast on a weekly basis. Sainsbury's hopes that it can help customers waste less of it with recipes for using leftovers.
84% of British families still indulge in a Sunday roast on a weekly basis. Sainsbury's hopes that it can help customers waste less of it with recipes for using leftovers.

According to research by Mintel Consulting in partnership with Sainsbury’s, 77% of households are throwing away food unnecessarily. The study was carried out among 2,500 homes and shows that families spend an average of £85 each week on groceries, but throw away 15% of this. Three in 10 households attribute their food waste to cooking too much food at mealtimes and throwing away the leftovers.

To help tackle this Sainsbury’s is launching its ‘Make your roast go further’ campaign which supports customers in creating a further two family weekday meals from every Sunday roasting joint. Sainsbury’s is offering an online meal planners, easy to follow recipes together with hints and tips on how to use leftovers.

Susi Richards, head of food at Sainsbury’s, said: “Our research shows that the Sunday roast is a significant contributor to overall food waste in UK households and this is why we have made it central to our new ‘Food Goes Further’ campaign. We want to help our customers live well for less at the same time as educating them on the issues of waste. If each of the 22 million customers who pass through our stores each week thinks differently about their Sunday roast leftovers, then we would see less food in the bin and more money in our pockets. We have provided a series of easy to follow recipes for leftovers, meal planners and tips to help our customers be more efficient with food”.

Visit Sainsbury's 'Make your roast go further' planner.

What's new?