Asda has launched a campaign reminding customers to make sure their fridge temperatures are set to 5°C or lower, to keep milk fresh.
The campaign stems from research by climate action NGO, WRAP which found that 3.1 million glasses of milk are thrown away every day by UK households.
This figure makes up just a sum of the £60 worth of food and drink binned by families each month, with wastage causing 360,000 tonnes of co2e every year, the equivalent 160,000 car emissions.
The Big 4 grocer’s fridge awareness message will be on display to customers via advertising boards, in store aisles as well as online and on Asda radio.
In continuing the campaign long-term, Asda will also be adding the reminder to its fresh milk packaging later this year as it looks to reach its target of reducing 20% of waste by 2025 and 50% by 2030.
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“We know that the cost-of-living crisis is affecting our customers and they are looking for ways to reduce costs,” Asda dairy senior buying manager, Adam Randles said.
“Food waste is a big part of budget control and I am sure many will be surprised by how much milk ends up down the sink.
“We will continue to work with partners such as WRAP and our suppliers to look at ways we can reduce our own waste and help customers do the same.”
WRAP/ Love Food Hate Waste special advisor, Helen White added: “It is great to see Asda encouraging people to check their fridge temperature. We found only half of us know that our fridge should be below 5°C and we think that millions of UK fridges are at least two degrees too warm”.
“By storing food and drink correctly, you can extend its life – helping to make the most of what you buy, save money and fight climate change.”
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