Hotpoint Jamie Oliver Fresh Thinking for Forgotten Food

Jamie Oliver and Hotpoint inspire the nation to tackle food waste with the ‘Eat Your Fridge’ challenge

Households are wasting £250 million worth of food every week catering for different diets, with bread being Britain’s most wasted food item*.  

New research commissioned by Hotpoint reveals that Brits have to cook an average of two dishes each mealtime to cater for various household dietary requirements, contributing to over £1 billion worth of food a month ending up in the bin**. UK households are throwing away 7 million tonnes of food every year – enough to fill 40 million wheelie bins, or 100 Royal Albert Halls.

The study found that having to buy in a variety of different ingredients and a lack of meal planning were contributing factors to the nation’s food waste crisis, with consumers admitting to regularly throwing away excess produce. Also contributing to the food waste mountain is confusion over what parts of fruit, vegetables, meat and fish are edible. Of those questioned, over half the nation thought that potato peelings were not fit for human consumption, along with broccoli stems (47 per cent) and stale bread (61 per cent)***.

This month, as part of its long term commitment to helping consumers move to a zero waste kitchen, Hotpoint has teamed up with Jamie Oliver to get the nation to take on the Eat Your Fridge Challenge – seven days of being more mindful when it comes to cooking, eating root to stem where possible and committing to throwing away zero edible food waste.

To help consumers take on the Eat Your Fridge Challenge, Jamie Oliver has created new recipes, tips and food hacks all designed to help consumers look at food waste in a new light. From broccoli stems, potato skins, even radish leaves this root to stem approach means that even the most forgotten parts of fruit and vegetables can be used to create delicious meals.

The Eat Your Fridge Challenge is part of Hotpoint’s Fresh Thinking for Forgotten Food Campaign, which is now in its second year****. As well as providing recipes, hacks and inspiration the campaign also showcases the brand’s innovative, high performance products that can also make a real difference when it comes to cutting back on household food waste.

To promote the Fresh Thinking for Forgotten Food initiative, Hotpoint is embarking a digital campaign, which includes on-demand advertising, a landing page on the Hotpoint website plus social media stories on Facebook and Instagram. Product video advertising will also be hosted on YouTube and various news websites, to highlight the innovative technologies in Hotpoint appliances that help consumers reduce food waste, and drive footfall for our retailers.

Jamie Oliver, Brand Ambassador, Hotpoint, comments: “I’m really pleased to continue working with Hotpoint on this fantastic and important campaign. Together, we want to inspire everyone to reduce food waste, and we’ve got loads of hints, tips and ideas that you can tap into every day at home. Last year, we focused on easy ways to turn leftover food into delicious meals, and this year we’re all about celebrating every last little bit of veg and fruit: with my root-to-stem cooking hacks, it’s totally possible to create mouthwatering meals that are packed with flavour, and are waste-free, too. Win-win.”

Catherine Balderson, Senior Brand Manager, Hotpoint, adds: “Whether for dietary, ethical or environmental reasons the nation is changing the way we eat at an unprecedented pace. With many households now having to cater for multiple diets under one roof, recipe planning and fridge management has become more important than ever before. Combining good buying and cooking habits along with the latest refrigeration technology is the most effective way to minimise your household’s contribution to the food waste crisis in the UK and save money in the process. We are excited to see households across the UK be even more creative in the kitchen to spend a week going waste free.”

Hotpoint is also partnering with FoodCycle, a charity using food waste to create community meals. Every time the hashtag #EatYourFridge is used on a public consumer social media account, Hotpoint will donate the value of four meals to FoodCycle*****. In the last year alone, FoodCycle transformed 270 tonnes of surplus food into nutritious meals for UK communities.

Mary McGrath, Chief Executive of FoodCycle, says: “Our volunteers create delicious vegetarian meals from surplus food every week. So, they’re experts when it comes to getting the most from every ingredient and ensuring our meals are as nutritious as possible for our guests. It’s brilliant that Hotpoint and Jamie Oliver have teamed up to share their Fresh Thinking expertise with us and the nation. We are extremely grateful for their support in reducing food waste, food poverty and loneliness.”

For more information on the Hotpoint Eat Your Fridge Challenge, or any Hotpoint appliances, please contact your account manager, or visit the website at


Notes for editors:

Top 10 most wasted food items:

  1. Bread
  2. Cheese
  3. Potatoes
  4. Celery
  5. Lemon
  6. Bananas
  7. Lettuce
  8. Apples
  9. Bagged salad
  10. Mince

** Research conducted September 2019

*** Other reasons for throwing food away include; buying too much (32 per cent), fear of being ill from ‘gone off’ food (23 per cent), having food in the fridge that looks or smells weird (35 per cent) and not knowing how long loose fruit and vegetables will remain fresh to eat (13 per cent).

**** Hotpoint’s research found that food waste is weighing on the mind of the UK, a quarter of Brits admitted they worry about the amount of food they waste, but 29 per cent have only started to worry about the environment and sustainability in the last year. One in three said they have actively tried to stop buying ingredients they know they won’t use. One in three wish they could buy food in smaller quantities, with 16 per cent adding that they frequently have to buy two or more of something they only need one of. Over half the UK (59 per cent) blamed poor fridge admin and being disorganised for the amount of food waste in their household.

***** Up to the value of £20,000. Terms and conditions apply

Image captions:

  1. Hotpoint Brand Ambassador Jamie Oliver supports the Fresh Thinking for Forgotten Food campaign
  2. Jamie Oliver has created new root to stem recipes to help consumers take on the Eat Your Fridge Challenge
  3. Jamie Oliver Fresh Thinking for Forgotten Food online advertisement

About Hotpoint:
Hotpoint is part of Whirlpool UK Appliances Limited. A Hotpoint appliance is sold every 19 seconds in the UK and on average 2 of every 3 UK homes have a Hotpoint appliance installed. Voted the UK’s most trusted kitchen appliance brand by Readers’ Digest for 11 consecutive years, the brand is recognised as a ‘Consumer Superbrand’. Hotpoint, founded in 1911, has a history of trusted innovation recognised for over 100 years. Delivering outstanding results for generations of UK consumers through technology and style are the cornerstones of Hotpoint’s philosophy. Whirlpool UK Appliances Limited is the only white goods manufacturer to operate its own independent service and logistics operations.

About Whirlpool UK Appliances Limited:

Whirlpool UK Appliances Limited is managed by Whirlpool EMEA, part of Whirlpool Corporation, the global leader in manufacturing and marketing of home appliances. In 2016, Whirlpool Corporation generated annual revenue of $21 billion in annual sales, employs over 93,000 people with 70 centres of manufacturing and technology research worldwide. The company markets Whirlpool, Maytag, KitchenAid, Jenn-Air, Amana, Brastemp, Bauknecht, Scholtès, Hotpoint, Indesit, and other big-name brands in over 170 countries. Whirlpool Corp.’s European Operations Centres are located in Pero (MI), Italy.

Whirlpool UK Appliances Limited fully supports the AMDEA safety initiative, Register My Appliance, and is committed to encouraging householders to register their appliances:

About Whirlpool Corporation:
Whirlpool Corporation (NYSE: WHR) is the leading major appliance manufacturer in the world, with approximately $21 billion in annual sales, 92,000 employees and 65 manufacturing and technology research centres in 2018. The company markets Whirlpool, KitchenAid, Maytag, Consul, Brastemp, Amana, Bauknecht, Jenn-Air, Indesit, Hotpoint and other major brand names in nearly every country throughout the world.

In Europe, Middle East and Africa (EMEA) it has approximately 21,000 employees, a sales presence in more than 30 countries and manufacturing sites in seven countries. Whirlpool EMEA is an operating segment of Whirlpool Corporation. Whirlpool Corp.’s EMEA Headquarters are located in Pero (MI), Italy. Additional information about the company can be found at or find us on LinkedIn and Twitter.

For further press information and images please contact:
Tessa at jmm PR

Tel: 01536 414555


10th October 2019



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