Research reveals Britain is just not using its loaf

· Every day over 10.5 million crusts are thrown away*
· Every 8 days there would be enough wasted crusts to go around the equator (1)
· Cutting crusts off wastes on average 40% of the loaf
· Laid end to end, these lost crusts would stretch for over 3,000 miles – enough to travel the entire way around the coast of mainland Britain every four days(2)

As millions of kids head back to school with their packed lunches, Hovis Invisible Crust has discovered that fussy UK kids are leaving enough bread crusts to cover more than 14 football pitches(3) every day.

They questioned over 1,200 UK parents with school-aged children** and more than half admitted members of their family do not eat their crusts. Of the non-crust-eaters, 90% are kids under the age of 16.

The study revealed today found that a typical family household throws away the crusts from two slices of bread every day, with one in five (22%) throwing away the crusts from four slices daily.

They have been on the hunt to discover what happens to all Britain’s lost crusts and has created a series of light-hearted facts and figures that reveals the extent of Britain’s lost crust mountains. Did you know:

· Every day the UK generates the equivalent weight in wasted crusts of 2 blue whales(4)
· If two and a half months worth of wasted crusts were laid end to end, they would reach to the moon(5)
· Every 44 days enough bread to cover the City of London’s square mile is being binned(6)

The survey also revealed that:

· Fussiness is the main reason kids don’t eat their crusts (46%). Reasons for this range from disliking the colour of the crust (8%) to laziness (11%)
· 4% of parents said their children don’t eat crusts because the children believe their hair will go curly
· 42% of respondents use unwanted crusts to feed local birds and ducks. More worryingly, however, the same amount goes straight into the bin

Author and statistician William Hartston said: “The amount of crusts being thrown away every day is quite staggering. Whilst parents may think throwing away the odd crust here and there may not seem like a lot, put together with all the other daily wasted crusts. Hovis Invisible Crust statistics reveal a discarded crust mountain of huge proportions.”

In its ongoing campaign to champion the end to crust wastage, Hovis created Invisible Crust, a bread uniquely baked in special tins which create an invisible crust so there’s nothing to leave and none of the goodness is wasted.

Hovis spokesperson comments: “Our research has revealed mountains of bread are being wasted on a daily basis. We wanted to make mums lives that little bit easier and Invisible Crust was created with the aim of stopping this wasted goodness.”

Visit www.hovisinviciblecrust.co.uk for even more revealing crust facts and fun activities for the whole family to enjoy.

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