On 5th June, IKEA UK introduced Great British Bin Juice, a limited-edition apple juice made from surplus British fruit, to celebrate the value of food that might otherwise go unused.
With an estimated 10.2 million tonnes of food and drink going unused across the UK each year, the initiative spotlights a much bigger opportunity to unlock more value from everyday ingredients. With the average four-person household losing around £1,000 worth of food annually, there’s a clear opportunity to make more of the food we have at home, says the retailer.
Great British Bin Juice builds on IKEA’s long-standing commitment to reducing food waste across its business. Globally, IKEA has cut food waste in its kitchens by 60% since 2017, helping to prevent the equivalent of 47.5 million meals from going to waste – reaching the UN’s 2030 target to halve food waste ahead of schedule.
A key driver of this success has been the use of smart technology developed in partnership with Winnow, a company specialising in commercial waste solutions. Deployed in IKEA kitchens, the AI-powered tool tracks what is thrown away, capturing the item, weight and cost, making it easier for IKEA Food teams to take action, saving both food and money over time. Implementing the technology has saved IKEA UK alone over £14m in 10 years, while reducing carbon emissions by the equivalent of taking 2,300 cars off the road.
Alongside the launch of Great British Bin Juice, IKEA is supporting customers with practical solutions designed to make it easier to use what is already in their fridge or cupboard. Each bottle of Great British Bin Juice includes a QR code unlocking 20% off IKEA’s 365+ food storage range, and customers can attend free Waste Not, Want Not workshops in participating stores, offering tips on storage, meal preparation and creative ways to repurpose everyday ingredients. The workshops are free for customers to attend and will run in select stores from 6-13th June.
Karen Hughes, country food manager at IKEA UK, says: “At IKEA, we believe good food should always be valued and enjoyed. Great British Bin Juice is a fun and simple way to show how ingredients, often overlooked, can be turned into something delicious.
“But most importantly, it’s about sharing practical solutions that can help individuals make more of the food they already have. When we rethink the value of what’s already in our kitchens, those small daily habits can make a big difference.”
