06-06-2014 | Sainsbury’s has launched a new interactive mobile and online tool, Sainsbury’s Food Rescue, developed in partnership with Google. The tool aims to give advice on using up ingredients that can often lay forgotten at the back of the fridge or cupboard to help cash-conscious families cut down on food wastage at home.
WRAP data estimates that 4.2 million tonnes of avoidable food and drink is still wasted each year, leading to the average family losing out on £60 each month. Sainsbury’s said its Food Rescue has the potential to help families make those savings through offering inspiration on how to use up the food they already have.
New data from Google reveals that searches for recipes using leftovers have surged by 1/3 compared to last year, with 64% of searches done on-the-go via mobile devices. Using latest mobile voice recognition technology, Sainsbury’s Food Rescue tool allows users can say or input up to nine ingredients and in return they will be presented with recipe inspiration from more than 1,200 choices, including anything from main meal to snacks.
Speaking about the new technology, Sarah Warby, Marketing Director of Sainsbury’s said: “Shopping habits have really changed. Families are savvier than ever, looking for practical help to make the most of the food in their cupboards and fridges.
“We know that confidence and know-how can really help people reduce the amount of food they throw away. We’ve created Sainsbury’s Food Rescue with Google to inspire people to turn the food items they already have into something delicious. And over the months ahead we’ll be able to see how much food and money British households are saving by using Sainsbury’s Food Rescue, as well as the popular ways to save.”