Sainsbury’s has linked up with Google to create a website that gives customers recipe ideas from a list of leftovers in a bid to cut food waste.
The interactive Food Rescue tool allows users to input up to nine ingredients languishing in the fridge or cupboard, in turn presenting them with recipe ideas ranging from suppers to snacks.
The site uses voice search technology, and searches are compiled into a live leader-board that compares the efforts of consumers from different regions around the UK.
Figures from the UK government’s waste reduction advisory body, Waste and Resources Action Programme (Wrap), suggests that 4.2 million tonnes of food and drink is wasted each year. This equates to around €74 a month in wasted food for the average family.
Google said searches for recipes using leftovers have increased by a third on last year, with 64 per cent made via mobile devices.
Searches for recipes using leftovers have increased by a third on last year
Sainsbury’s marketing director Sarah Warby 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.
“Know-how can help people reduce the amount of food they throw away. We’ve created Food Rescue with Google to inspire people to turn food items they already have into something delicious.”
Google’s head of agency marketing, Donal MacManus, said: “More British people than ever are online and this growth is driven by tablets and smartphones. The average household in the UK has 3.1 devices – the highest in Europe.
“Using our voice search technology, the Food Rescue tool allows Sainsbury’s customers to use up the food that they might otherwise throw away. Simply say what ingredients you have left and discover simple inspirational recipes.
“Whether you are on the way home thinking about what’s for dinner, at the supermarket lacking inspiration or in the kitchen, the tool will help you save and get better value for money by not wasting food.”
Emma Marsh of Wrap’s Love Food Hate Waste campaign said: “Our research has shown that one of the main reasons that we throw away food from our homes is because we don’t get around to eating it before it’s gone past its best.
“We’re delighted to have worked with Sainsbury’s helping customers to reduce their food waste with the launch of Sainsbury’s Food Rescue. It’s a fantastic tool which can help everyone to make the most of their forgotten foods and leftover ingredients by providing some tasty recipe ideas.”
Users can access the tool via the following URL: http://Sainsburys.co.uk/FoodRescue .