Hotpoint, the Whirlpool owned kitchen appliance brand, have launched the ‘Eat Your Fridge’ challenge with TV chef, Jamie Oliver.

The challenge, which is part of Hotpoint’s Fresh Thinking for Forgotten Food Campaign, is asking UK consumers to have a week of mindful cooking with zero edible food waste.

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It comes off the back of Hotpoint’s long-term commitment to help consumers move to a zero-waste kitchen, and the brand are providing recipes, hacks and inspiration for consumer support. They also aim to showcase the brand’s products that can make a difference to household food waste.

To promote the Fresh Thinking for Forgotten Food initiative, Hotpoint has launched a digital campaign, which includes on-demand advertising, a landing page on the Hotpoint website plus social media stories on Facebook and Instagram. Product video advertising will also be hosted on YouTube and news websites to highlight the technologies in Hotpoint appliances that help consumers reduce food waste, and drive footfall for their retailers.

Hotpoint have also commissioned research to accompany the initiative – it found that Brits cook an average of two dishes each mealtime, in order to cater for dietary requirements. This contributes to over £1 billion worth of food a month ending up in the bin, and UK households are throwing away 7 million tonnes of food every year – enough to fill 40 million wheelie bins, or 100 Royal Albert Halls.

Catherine Balderson, Senior Brand Manager, Hotpoint, said: “Whether for dietary, ethical or environmental reasons the nation is changing the way we eat at an unprecedented pace. With many households now having to cater for multiple diets under one roof, recipe planning and fridge management has become more important than ever before. Combining good buying and cooking habits along with the latest refrigeration technology is the most effective way to minimise your household’s contribution to the food waste crisis in the UK and save money in the process. We are excited to see households across the UK be even more creative in the kitchen to spend a week going waste free.”

Jamie Oliver, Brand Ambassador for Hotpoint, commented: “I'm really pleased to continue working with Hotpoint on this fantastic and important campaign. Together, we want to inspire everyone to reduce food waste, and we’ve got loads of hints, tips and ideas that you can tap into every day at home. Last year, we focused on easy ways to turn leftover food into delicious meals, and this year we’re all about celebrating every last little bit of veg and fruit: with my root-to-stem cooking hacks, it’s totally possible to create mouthwatering meals that are packed with flavour, and are waste-free, too. Win-win."