Loose frozen food specialist, Fieldfare, has used data to estimate its consumers saved over 125 tonnes of food waste in the last year alone – simply by buying baked goods and soft fruit loose and from the freezer, rather than fresh - the equivalent weight of around ten double-decker buses.
The data compromises an estimated 67 tonnes from Fieldfare’s baked goods and 58 tonnes from loose soft fruit.
The figures have been calculated using WRAP’s (Waste and Resources Actions Programme) most recent report on UK household waste, along with the volume of produce Fieldfare sold in these categories in 2025.
This includes pastries such as croissants and cinnamon swirls, cookies and a range of soft fruit such as blueberries, cherries and mango chunks.
Fresh produce - fruit and vegetables - is one of the UK’s largest types of food waste, with WRAP estimating that nearly half (43%) of fresh fruit thrown away annually. Bakery waste is also a significant contributor, and is thought to account for nearly half a million tonnes a year.
The new figures from Fieldfare have been released for this week’s Food Waste Action Week, the UK’s biggest annual food waste reduction campaign.
Matt Whelan (left), managing director for Fieldfare, said: “I’m proud we can genuinely say we’ve made a difference. Every bit of food waste prevented matters, but the reality is that Fieldfare is a relatively small part of the grocery market.
“With Simpler Recycling on the horizon, all households are being given the tools to recycle better, which is good news and long overdue. But it’s simply not enough, and it runs the risk of diverting attention from the real issue.
“Reduction is the solution and the whole industry - food producers, retailers and regulators - have a responsibility to empower shoppers to buy only what they need, preserve their food for longer and keep food out of the bin.”
Simpler Recycling is a government initiative in England that standardises recycling and comes into force from June 2026. All local councils will be obliged to provide comprehensive, doorstep recycling.
Matt Whelan will be appearing at a panel session on sustainability at the National Convenience Show at the NEC in Birmingham on Monday 13 April. Register now to attend!
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