Don't let it go! Iglo pushes frozen campaign to tackle food waste

Iglo Group, Europe’s largest frozen food company, has launched a coalition with leading waste reduction charity WRAP with the objective of reducing food waste across Europe.

The campaign called iFreeze will highlight the problem of European households wasting an average of €2602 of food every year, and then provide advice and tips on how increased use of both freezing and frozen food can help to reduce this waste and save money. The campaign is part of Iglo Group’s Forever Food Together (FFT) programme, launched in October 2014.

Birds Eye, Iglo Group’s UK brand, will be the first market to launch the campaign next month, supported by WRAP, Hotpoint, a leading brand of large home appliances, and the British Frozen Food Federation (BFFF). The Group’s other leading food brands Findus (in Italy) and Iglo (elsewhere in Europe) will launch education campaigns across 2015.

The Group will provide information through TV and print advertising, online tips and on-pack advice. Across 2015, the company plans to invest over €5m in iFreeze and will contribute to the Forever Food Together goal to inform consumers on at least one billion occasions by the end of 2020.

 Andy Weston-Webb, UK MD, Iglo Group, commented: “Freezing, as a means of preservation, and frozen food both have the potential to play a key role in the fight against food waste and save consumers money.”

Alongside Iglo Group and WRAP, Hotpoint (owned by the Whirlpool Corporation), one of Europe’s leading manufacturers and distributors of large home appliances, will promote iFreeze in both the UK and other European markets at consumer events such as Ideal Home Show and Good Food Show.

Picture credit: © Yoyopiticutz | Dreamstime.com - Frozen Raspberrys Photo