Shoppers are being influenced by Supermarkets to dispose millions of pounds of fresh food each year by marking most of the products with falsely written freezing instructions, according to reports.

Reports say that most retailers are ignoring the clear freezing guidance from the FSA or Food Standards Agency’s freezing instructions on around 50pc of meat, bread and other fresh produce that requires freezing to preserve.

Wrap, a government-funded waste charity had launched a campaign to gather supermarkets to correct the misleading freezing instructions.


Freezing food up until its “use by” date is safe according to FSA and can be preserved in the freezer up to around six months. Retailers on the other hand are leading customers in the wrong direction, making them believe that it is okay to throw away food unless it has been frozen on the day it is bought, and consumed within a month.

Better Safe Than Sorry

Supermarkets are being accused by consumer campaigners of persuading the shoppers’ fears of poisoning themselves with the posted instructions, as perplexing directions meant they need to trash edible meat away to be rather “safe than sorry.” On the supermarket’s defense, food waste raises profits.

However, Environment, Food and Rural affairs chastise supermarkets for “Pushing food people don’t need” to increase profits, as they commence an inquiry into food waste.

On The Mitigation

The Government discovered a total of £16 billion worth of food that can serve up to  £700 per household is said to be put to waste every year as the result of consumers purchasing food just to throw them in the bin.

In another investigation about the improper instructions of meat freezing by Ask the Q,  a consumer campaign, discovered that every supermarket aside from Sainsbury’s had troubles following guidelines on packets which potentially can encourage shoppers to dispose meat, regardless if it’s still edible or not.

Meat is the most expensive food that is unfortunately the most wasted at the same time, according to research.

In an analysis by the campaign, six major meat lines in Britain’s top supermarkets were carefully analyzed which lead to a finding of Morrison’s and Lidl being the worst offenders. Food from the two stores stated that food must be frozen on the day bought and consumed within a month.


 “Different packaging formats and different home freezer models mean there’s some variability in the length of time meat products can be frozen at home. We will continue to review and improve the guidance on our frozen packaging in the future.” A spokesperson of Morrison stated.

Lidl spokesperson told reports “In order to ensure the highest possible quality for shoppers, we recommend that produce is frozen at the height of freshness on the day of purchase. We are aware that our guidelines currently differ to those of the FSA and have already met with WRAP to discuss aligning with standard guidelines in coming months.”

“Food businesses are required to ensure food is safe to eat, that it meets consumer expectations and to provide information that allows consumers to make informed choices,” FSA said. “If retailers are suggesting that frozen meat should be frozen on the day of purchase or eaten within one month, it maybe because of concerns about the quality of the product, however that is a commercial decision for them.” 

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