Photo courtesy of Sainsbury's

Sainsbury’s £2 ‘Don’t Waste Me’ fruit and veg boxes are hit with customers

Produce Business report

‘Taste Me, Don’t Waste Me’ is the cleverly titled initiative launched by retailer Sainsbury’s to both cut down on food waste and keep Brits eating healthy, but can it work?

Judging from consumer response, the answer is yes.

The scheme features £2 fruit and vegetable boxes that are available in more than 200 of the retailer’s locations through the UK. It was a big hit with consumers during a small trial in January, so the chain decided to expand it.

“We’re committed to helping our customers access tasty, nutritious food that’s better for them and the planet too,” Richard Crampton, Director of Fresh Food, at Sainsbury’s said. “It’s great to see that shoppers have been enjoying the ‘Taste Me, Don’t Waste Me’ boxes. We believe that everyone deserves to eat well at an affordable price, and we hope this additional support will ensure that good quality food doesn’t go to waste.”

With Brits still struggling to meet daily intake targets of fresh produce, especially vegetables, the cost-saving effort could help make healthy selections more attainable. Sainsbury’s has been giving out £2 “top-up coupons” in conjunction with the NHS Healthy Start scheme, which is helping further the cause.

Whilst still a bit pricier for an overall shop than Aldi or Lidl, Sainsbury’s has promised to spend £550 million by March on its value products so that customers can stave off some of the effects of inflation. Its price match against Aldi includes 300 products – most importantly with more than half being fruits and vegetables such as bananas, blueberries, carrots and cauliflower.

The box, comprised of loose produce, is just one way the retailer is committed to helping change the narrative on fruits and veg. Like many other retailers, they made inroads into sparing those items from ending up in the bin. They eliminated best buy dates on many produce items, including onions, tomatoes, citrus and pears. They want to halve food waste by 2030.



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