Sainsbury's has introduced new opaque packaging to stop the 'greening' of potatoes in-store and decrease waste, the company reported Thursday.
The breathable 'Save Our Spuds' packaging will prevent light from reaching potatoes, which can make them blush green and taste bitter.
British consumers trash an estimated 730,000 tonnes of potatoes per year, costing householders £230 million pounds, the retailer said.
Jane Skelton, head of packaging for Sainsbury’s, added: “Whether one half of your bangers and mash, or the essential accompaniment to a Sunday roast, potatoes are a British favourite. But exposure to sunlight means many of our spuds never make it to the table. That’s why we’re calling ‘lights out’ in our latest effort to help tackle food waste."
The packaging will be rolled out across Sainsbury's stores, targeting King Edwards and Lady Balfour potatoes. which are most prone to green discolouration.
Sainsbury's had previously calculated that UK shoppers waste £58.30 in groceries per month, and has launched such initiatives as 'Waste Less, Save More' to help curb food waste.
© 2016 European Supermarket Magazine – your source for the latest retail news. Article by Karen Henderson. To subscribe to ESM: The European Supermarket Magazine, click here.
