Asda has lunched a new awareness campaign advising customers to check that their fridge temperatures are set to 5°C or lower to help keep milk in their fridge fresh and prevent it from turning sour
Research from climate action NGO WRAP has shown that UK homes throw away approximately 3.1 million glasses worth of milk every day*. This eye-watering stat contributes to the average family with children throwing away a whopping £60 worth of food and drink each month.
And it’s not just customers’ pockets that take a hit, it’s the environment as well, with wastage causing 360,000 tonnes of co2e each year – the emissions equivalent of 160,000 cars**.
So, now Asda is reminding customers – through in-store messaging on advertising boards, in the aisles, Asda radio and online – of the best temperature at which to keep their fridge to prevent waste. Later in the year, fresh milk packaging will also carry the message.
Adam Randles, Senior Buying Manager, Dairy at Asda, said: “We know that the cost-of-living crisis is affecting our customers and they are looking for ways to reduce costs. 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.”
Asda has set itself a target of reducing waste by 20% by 2025 and 50% by 2030 and already has a zero waste policy in place which means that nothing is sent to landfill.
Helen White, Special Advisor for Household Food Waste at WRAP/Love Food Hate Waste said: “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. This is bad news for milk and other food and drink items kept in the fridge, which can go off quicker when not stored at the right temperature. Find out how to change your fridge temperature using this tool on the Love Food Hate Waste website. 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.