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Sainsbury's partners with Google on new online tool to cut food waste
Image courtesy of Sainsbury's

SainsburyÂ’s has partnered with Google to launch a new interactive mobile and online tool to help people cut down on food waste.


Sainsbury's partners with Google on new online tool to cut food waste

SainsburyÂ’s has partnered with Google to launch a new interactive mobile and online tool to help people cut down on food waste.

The Sainsbury’s Food Rescue tool aims to offer practical help and advice on using up food items that can often lay forgotten at the back of the fridge or cupboard.

Featuring mobile voice recognition technology, the tool enables users to say or input up to nine ingredients and in return they will be presented with recipe inspiration from more than 1,200 choices.

The tool also uses live technology to record the weight of food rescued and the money saved per completed recipe. This then feeds into a leaderboard to show which regions across the UK lead the way when it comes to rescuing their food. Users can also see the most rescued ingredient in their region and the most popular recipes being cooked across the UK.

New data from Google reveals that searches for recipes using leftovers have surged by a third compared to last year, with 64% of searches done on-the-go via mobile devices.

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.

"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."

Indy Saha, director of creative strategy at Google, added: "More people in Britain are online than ever before 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."

WRAP, the UK body for resource efficiency, estimates that 4.2 million tonnes of avoidable food and drink is wasted each year, leading to the average family losing out on £60 each.

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 it’s 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."


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