Grocery retail giant Sainsbury’s has teamed up with Google to launch a new mobile and online tool the supermarket giant hopes will help to reduce food waste in households across Britain.
Sainsbury’s Food Rescue fuses mobile voice recognition technology with recipe inspiration to give users practical help and advice on using up ingredients that would otherwise be forgotten about and go to waste.
“Shopping habits have really changed,” said Sainsbury’s marketing director Sarah Warby.
“Families are savvier than ever, looking for practical help to make the most of the food in their cupboards and fridges.
“We know that confidence and know-how can really help people reduce the amount of food they throw away.
“We’ve created Sainsbury’s Food Rescue with Google to inspire people to turn the food items they already have into something delicious.
“And during the months ahead we’ll be able to see how much food and money British households are saving by using Sainsbury’s Food Rescue, as well as the popular ways to save.
“Users of Sainsbury’s Food Rescue can say or input up to nine ingredients and in return will be presented with recipe inspiration from more than 1,200 choices ranging from full dinners to simple snacks.
“Live technology from Google is then able to record the weight of the food rescued and the money saved per completed recipe. This feeds into a leaderboard to show which regions across the UK lead the way when it comes to rescuing their food. Users can also see the most rescued ingredient in their region and the most popular recipes being cooked across the country.
“More people in Britain are online than ever before and this growth is driven by tablets and smartphones,” said Google’s director of creative strategy Indy Saha.
“The average household in the UK has 3.1 devices, the highest in Europe.
“Using our voice-search technology, the Food Rescue tool allows Sainsbury’s customers to use up the food which they might otherwise throw away. Simply say what ingredients you have left and discover simple inspirational recipes.
“Whether you are on the way home thinking about what’s for dinner, at the supermarket lacking inspiration or in the kitchen, the tool will help you save and get better value for money by not wasting food.”