Hotpoint launches campaign with Jamie Oliver

Hotpoint has teamed up with its brand ambassador, celebrity cook Jamie Oliver, to launch the ‘Fresh Thinking for Forgotten Food’ campaign.

The appliance manufacturer said that research it has commissioned reveals two-thirds of Brits worry about food waste, but admit to buying fresh ingredients that replace edible food in the fridge.

The study also found that in the UK, the top three most wasted foods are bread, bagged salad and fresh vegetables. Over a third of those surveyed do not plan their meals, and only a quarter create an itemised shopping list before hitting the supermarket.

Hotpoint commented: ‘This relaxed attitude is contributing to rising food waste, with half of Brits admitting to regularly buying food they already have in their fridge at home.’

To help combat the issue of food waste, Hotpoint and Jamie Oliver have launched a campaign to encourage consumers to think differently about their leftovers.

Inspired by Hotpoint’s Day-1 refrigeration technology, which aims to keep food fresh for longer, the campaign will include recipes using the ingredients that we tend to waste the most, and share tips and tricks on how to reduce food waste and save money in the process.

Jamie said: “We’re a lucky bunch to be able to cook with such a huge range of ingredients. But, with so much great produce available, if you don’t have a bit of a plan, or forget to check what you have in the fridge before you set off, it’s easy to buy too much, and end up wasting food and money.

“For me, the most powerful weapon in the fight against food waste is food knowledge. It’s our best friend, and having the know-how to cook from scratch and be able to adapt recipes to make use what’s left in your fridge is an invaluable skill. And trust me, a little experimentation with an ingredient that you were about to throw away can often lead to the most incredible new dishes and tastes.”

Hotpoint head of brand Jennifer Taylor added: “And with the right kitchen equipment, from fridge technology that keeps food fresh for longer, to ovens with auto-recipe functions for extra inspiration, your food and your money can go a lot further.”

For more information on the campaign and the range of Hotpoint Day-1 cooling appliances, visit


Hotpoint Brand Ambassador Jamie Oliver

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