This week we launched Sainsfreeze, a new walk-in freezer concept store that brought to life the many benefits of freezing food

It’s estimated that up to 10% of global greenhouse gas emissions are caused by food waste and that throwing food in the bin costs the average family £730 a year – a shocking statistic at the best of times, let alone during the cost-of-living crisis.

We wanted to show how Sainsbury’s can help with both of those challenges: bringing together ways to save families money while at the same time helping to protect the planet.

One of the best ways to do that is to freeze food before it goes off, extending its lifespan. But it turns out not many people realise how many foods can actually be frozen. Eggs? Herbs? Yoghurt? Garlic?

All perfect for freezing but often destined for the bin.

That’s why this week we launched Sainsfreeze (yes, see what we did there), a walk-in “freezer concept store” where guests could find food contained items you’d usually find in a cupboard or fridge. However, in our pop-up all these goods were frozen to maximise space and reduce waste.

It has to be said the story went down an absolute storm with media as we landed over 80 pieces of coverage (and counting) including 12 nationals such as the Daily Express, Independent and Daily Telegraph.

Ice work from the team all round.