Last week, Sainsbury's invited passersby to drop in and chill in its walk-in freezer in Shoreditch, London. Dubbed 'Sainsfreeze,' the British supermarket's pop-up concept store was stocked with fresh foods that were frozen to reduce waste.
All of the items on stock were free for visitors to take home. The larger takeaway? Learning how to save money and reduce food waste by putting household freezers to good use. In the pop-up shop and online, Sainsbury's points out that people can freeze plenty of items they may have never considered, including raw eggs, yogurt and milk.
The supermarket is also encouraging shoppers to freeze reduced-price food. Sainsbury's saw a 5% increase in sales of discounted, almost-out-of-date food in the last month, but just 16% of British consumers say they freeze those items, with 60% missing out on deep savings because they believe near-expiration foods need to be consumed the day they're purchased.
