Fresher for longer

New research from Icaro highlights that changes in consumer attitudes and behaviours around packaging could help reduce household food waste.

While the research confirms that how long food stays fresh for is a priority for consumers, it also shows that consumers are not aware of the benefits that packaging can offer to maximise how long food lasts at home. For example, and despite continued packaging innovation to extend in-home life, through the use of intelligent materials, vacuum-packing and more recloseable packs, most consumers still believe that keeping food in packaging at home leads to it spoiling more quickly.

Providing consumers with clear and consistent labelling on pack (e.g. the date label or storage and freezing guidance), communicating the benefits of utilising this information and providing improved packaging functionality (e.g. re-closability or materials to enhance life) will help consumers waste less food and drink in their homes.

The research has led to the development of a new initiative - ‘Fresher for Longer’ - which shows the important relationship that packaging can play to help reduce food waste. Spearheaded by an industry partnership comprising WRAP, INCPEN, The Packaging Federation, the Food and Drink Federation, Kent Waste Partnership and the British Retail Consortium, it launched in Spring 2013 with exclusive retail partner Marks and Spencer at its Tunbridge Wells store. The creative campaign shows that apples should ‘keep their pack on’ and pears hold onto theirs ‘till lunch do us part’.

Adam Elman, Head of Plan A Delivery at M&S said, “By reducing the amount of packaging we use and ensuring its easily recyclable, we’ve worked hard to make it as easy as possible for our customers to live more sustainably. Packaging plays an important role in protecting the quality and freshness of our food, which is why we feature on-pack storage advice and continue to introduce innovative packaging that keeps food fresher for longer. We’re delighted to be part of this new campaign which is a win-win for our customers – not only will it help them to keep their food fresh, but it will reduce their food waste and save them money too.”

More details about Fresher for Longer, and the full research report, can be found at www.wrap.org.uk/fresherforlonger