In the UK, three brands are partnering with a university and a housing group to help families survive the cost of living crisis. Their initiative is centered around increasing access to frozen food for low-income households. Electronics seller Currys is donating freezers, with frozen food grocer Iceland and producer Birdseye providing recipe cards, tips and cooking classes.
The giveaway is limited to 30 households in Salford, Greater Manchester; all live in social housing managed by Clarion Housing Group. The housing association selected tenants and helped develop the support they'll be offered. Clarion gathered input from resident focus groups to ensure the real needs of low-income families are addressed.
Lastly, nutritionists from Manchester Metropolitan University will evaluate this pilot project and publish their findings in a white paper that could lead to the scheme being replicated in communities across the UK.
