The average shopper throws away £303 worth of perfectly edible food each year due to an expired ‘best before’ date, revealed the latest data from food waste campaign, Too Good To Go.
The research also indicated that only just over half (52%) of all adults understand that food past its ‘best before’ date can be perfectly safe to eat – this drops to just 44% of 18-24-year-olds.
The news comes after Too Good To Go celebrated its first anniversary and milestone achievement of having over 40 food and drink brands signed up.
The “Look, Smell, Taste, Don’t Waste” campaign was launched to encourage consumers to keep food if it appeared to be safe to eat, instead of relying on ‘best before’ dates in a bid to reduce food waste.
Some of the food and drinks brands signed up to the campaign include Arla, Bel Group, Danone, Emmi UK, Nestlé, PepsiCo, Savencia and Yeo Valley Organic.
“We’ve seen an incredible appetite over the last year from food businesses joining our initiative and helping us to reduce the amount of perfectly good food that is wasted every day simply because of date label confusion,” Too Good To Go co-founder Jamie Crummie said.
“There is still a huge amount of consumer education to be done, and there are tonnes more brands who we’d love to join our campaign in order to make even greater strides in reducing household food waste.”
Last month, Big 4 grocer Morrisons announced it would be dropping use-by dates from its fresh milk, encouraging consumers to take the sniff test to ensure their milk was still good to drink.