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Giant fridge on London's Southbank

Pladis-owned snacking brand Jacob’s has teamed up with charity FareShare to highlight food waste.

The year-long partnership kicked off this week with the unveiling of a giant 4.5-metre high fridge on London’s Southbank. Filled with models of the most commonly wasted food items, the display was designed to show how British consumers throw out £412m worth of food each week.

As part of the campaign, Jacob’s will be donating 40,000 meals over the next year to support FareShare’s network of around 9,500 charitable organisations across the UK.

“In the current climate, making food stretch further is becoming a huge priority for Brits,” said Jacob’s senior brand manager Kate Stokes.

“So, as the UK’s number one savoury biscuit brand, we’ve launched a campaign that will provide shoppers with the inspiration they need to make the most of what’s already in their fridges.”

Jacob’s teamed up with development chef Martyn Odell to create three simple recipes showcasing how crackers can be used with most commonly wasted food items. Visitors to the giant fridge display were able to sample these first-hand.

“The versatility of our crackers makes them the perfect centrepiece for getting creative with leftovers,” added Stokes.

Also fronting the campaign is Olympic gold medallist Greg Rutherford and his social media influencer wife Susie Verrill. The couple will be creating social media content suggesting easy ways shoppers can reduce food waste at home.

Launched in 1994, FareShare is the UK’s longest-running food redistribution charity and works with many of the country’s major food and drink suppliers.

Pladis, which operates 25 factories in 11 countries, also produces brands including McVitie’s, Ulker and Carr’s.