Indulgences are often the first to go when shoppers are struggling to afford food – but those indulgences might not be what first comes to mind. Research from UK retailer Sainsbury’s found three quarters of Brits struggling to pay the bills have cut herbs and spices from their shopping list.
Unsurprisingly, the change has affected their enjoyment of food: half of those struggling to afford food have lost the joy in mealtimes, saying they’re no longer excited by food (54%) and find mealtimes to be bland (49%).
On a mission to improve this, Sainsbury’s is launching a Seasonings Shuttle service, an initiative that offers free herbs and spices to users at mobile food clubs, run by The Bread and Butter Thing.
Those visiting the Seasonings Shuttle can choose from a range of ingredients that are otherwise left off shopping lists. On offer will be a range of dried herbs such as oregano, parsley, and basil, as well as fresh herbs including chillies, ginger and garlic, plus aromatic spices such as smoked paprika, garam masala and ground cinnamon. Visitors to the shuttle will be able to take a range of jars and fresh options away so they can use the seasonings when preparing meals at home.
Ruth Cranston, Director of Corporate Responsibility and Sustainability at Sainsbury’s, said: “We hope that the Seasonings Shuttle will make mealtimes more varied and enjoyable for The Bread and Butter Thing’s members, helping them to stock up on herbs and spices so they can create more flavoursome and fulfilling dishes for many meals to come. With herbs and spices often getting left off shopping lists due to needing to prioritise other items, we wanted to create an initiative that supports our belief that everyone should have access to tasty and diverse food.”
The Seasonings Shuttle is the latest phase in Sainsbury’s Nourish the Nation program with Comic Relief, which aims to tackle food poverty by helping people access the balanced, nutritional, and sustainable food they need, right now and in the future. This includes funding organisations that focus on helping those on the edge of food poverty to maintain their independence and dignity, preventing them from reaching crisis point.
Over the course of its twenty-five-year partnership with Comic Relief, Sainsbury’s has raised more than £170m, including £9.2m in the last year alone.