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NEW SCOTTISH FOOD APP PROVES A TASTY ONLINE CHOICE WITH CONSUMERS

An ipod app designed in Scotland to help minimise food waste has gone down a treat with consumers after scaling the heights of the prestigious Apple app charts.

The first of its kind, the food waste app has received over 14,500 downloads since its recent launch; catapulting it as high as number two in Apple’s free iTunes Lifestyle chart – just behind eBay and ahead of leading brands such as Nike, Amazon, Rightmove and IKEA. The app also features in Apple’s coveted `new and noteworthy’ section on the iTunes app store.

Designed for the national Love Food Hate Waste campaign by Dundee based developers Waracle Ltd, the app is seen as a revolutionary new step in the ongoing drive to combat food waste. On average, Scottish households throw away £430 per year of perfectly good food, largely due to forgetting to use it or by cooking too much when preparing meals.

The new app provides consumers with easy to use interactive tools such as a portion size planner; recipe finder for leftover ingredients; weekly meal planner and various hints and tips on how to reduce food waste. The app asks users to put `ingredients’ into an on-screen blender, (these could be either leftovers or existing ingredients) then simply shake it to create an easy, healthy recipe or meal suggestion.

In tandem with the new app, the campaign’s website has also been enhanced, making it much more interactive and adding features to help people find information quickly and easily on how to cut food costs and waste. The website; www.wasteawarelovefood.org.uk, now features video content and like the app, it now boasts a handy portion planning tool and recipe finder for leftover ingredients.

The campaign’s wider digital push has also seen the launch of its own Facebook page and Twitter account, with both already attracting hundreds of fans and followers. A new, fortnightly updated Love Food Hate Waste blog has also been created where campaign friends and followers can interact, share recipes and pass on advice.

The campaign’s new revamped digital elements will also be used to inform people about Love Food Hate Waste events in their local areas, as well as providing updates on initiatives from food retailers which back the wider drive to reduce food waste.

Love Food Hate Waste is a nation-wide initiative developed to encourage the Scottish public to be more waste aware in its attitude to food.

The campaign focuses on four key areas to help reduce food waste – planning and preparation; storing food; recipe ideas and portioning. The campaign website www.wasteawarelovefood.org.uk offers a collection of hints, tips, recipes and advice from Scotland’s best loved chefs and food writers.

http://itunes.apple.com/gb/app/love-food-hate-waste/id348154861?mt=8

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