Freezing Helps Cut Food Waste, U.K. Ad Campaign Says

A British frozen food firm has partnered with a waste reduction advocacy group to fund a program to educate consumers about cutting food waste by freezing. The iFreeze campaign wants European consumers to know that households waste an average of €260 of food each year and freezing food can save money and prevent waste. The campaign will launch in April with TV and print ads, online tips and on-package advice. The Iglo Group has kicked in £3.7 million to fund the campaign, which is co-sponsored by the Waste & Resources Action Programme (WRAP).