Following on from Tesco’s recent tie-up with food redistribution charity FareShare to send surplus food from its stores to local charities, Sainsbury’s has launched a new campaign aimed at reducing the amount of food being thrown away by consumers.

Research conducted by the chain found British families diets could benefit from over 60 tonnes of additional vitamins and minerals annually by reducing food waste, as well as saving themselves up to £700 a year. As a result, Sainsbury’s is launching its ‘…to the rescue’ campaign which will offer people advice, recipes and storage tips on getting more out of the produce they buy rather than throwing it away.

Paul Crewe, Head of Sustainability at Sainsbury’s, commented: “Throwing away food is often associated with wasting money, but our research published today as part of our ‘…to the rescue’ campaign shows there is also a wider health issue. Our easy tips and recipes have been created to assist with both reducing food waste and benefiting the health of UK families. None of Sainsbury’s food waste goes to landfill and any surplus food fit for human consumption is donated to charities.”