Hotpoint teams up with Jamie Oliver for Eat Your Fridge Challenge

This month, as part of a commitment to helping consumers move to a zero waste kitchen, Hotpoint has teamed up with its brand ambassador Jamie Oliver to get the nation to take on the Eat Your Fridge Challenge.

The initiative is described as ‘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’.

The celebrity chef has created new recipes, tips and food hacks designed to help consumers look at food waste in a new light. Hotpoint said: ‘From broccoli stems, potato skins and 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 challenge is part of Hotpoint’s Fresh Thinking for Forgotten Food Campaign, which is now in its second year, and also showcases the brand’s products.

To promote the initiative, Hotpoint has launched 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 technologies in Hotpoint appliances that help consumers reduce food waste, and drive footfall for retailers.
Jamie commented: “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.”

Hotpoint senior brand manager Catherine Balderson added: “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 become even more creative in the kitchen by spending 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 (up to the value of £20,000). In the last year, FoodCycle transformed 270 tonnes of surplus food into nutritious meals for UK communities.

Mary McGrath, chief executive of FoodCycle, said: “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 visit


Hotpoint brand ambassador Jamie Oliver supports the Fresh Thinking for Forgotten Food campaign

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