Sainsbury’s is urging Brits to make better use of bananas rather than throwing them away at the first sign of imperfection.
Research for the supermarket has revealed what it has dubbed a ‘bin-nana’ trend – while 81 per cent of people either like or love the fruit and almost 20 per cent eat one every day, nearly 30 per cent will bin a banana if it shows so much as a minor bruise or a single black mark on the skin.
Sainsbury’s is trialling loaves of banana bread baked fresh in seven stores this week using fruit after its sell-by date, and reckons it will save over 1,000 bananas as a result. If successful, it may roll the project out nationwde.
Paul Crewe, head of sustainability at Sainsbury’s, said:“Bananas are clearly very popular, but so many of us won’t touch them if they’re anything short of perfect. With approximately three bananas per loaf, banana bread is a brilliant way of saving bin-bound fruit.
“Currently only 4.1 per cent of households use bananas to make bread but it’s the perfect way to reduce waste when you don’t like the look of them anymore. We’re going to give it a try in our stores and we want customers to join us at home too.”
The initiative follows the introduction of Sainsbury’s Waste Less, Save More programme to help customers across the UK help cut down on the amount of food they unnecessarily throw away. Each year, the average family bins over £700 of food, with seven million tonnes of avoidable food waste going to landfill from UK homes, according to the retailer.
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