Sainsbury's has been praised for its decision to change the information on its printed labels to stop food going to waste.
The supermarket chain recently confirmed it is removing the recommendation to freeze items on the day they have been purchased and instead advising people to freeze them any time before the use-by date.
According to Birds Eye Iglo, which specialises in frozen food products, this is a positive step, Waste Management World reports.
Andy Heston-Webb, managing director of the firm, commented: "This is a great initiative and one we fully support."
He described freezing food as a "natural way" to keep food preserved and "lock in" both the taste and its nutrients.
Mr Heston-Webb added that Birds Eye Iglo has "long believed" storing food in the freezer is a good way for families to cut waste, save money and plan their meals.
The move has already been hailed by environment minister Lord Taylor, who told BBC News this is "good news for hard-pressed family budgets".
Denny Bros Ltd, 15 February 2012
