Each year, food waste from households, retail establishments and the food service industry totals 931 million tonnes. Nearly 570 million tonnes of this waste occurs at the household level.


To raise awareness of this issue and join the fight against food waste, Wunderman Thompson Benelux, alongside the Agriculture and Fisheries Department and the Public Waste Agency of Flanders, have created ‘Shopcakes’. A smart snack that can be consumed before grocery shopping to prevent hunger-fuelled impulse buying.


Wunderman Thompson Benelux partnered with chef Dominique Persoone to devise a recipe using carefully selected ingredients that both satisfy hunger and offer a way of using products that often end up going to waste. The ‘Shopcakes’ contain:

  • Banana, full of satisfying natural sugar
  • Nuts, to help people feel fuller for longer
  • Whole-wheat bread, full of fiber to satisfy the stomach
  • Flaxseed to stimulate hormones that satisfy hunger
  • Dark chocolate, which adds bitterness and helps people feel sated

To launch the campaign, the ‘Shopcakes’ were handed out at the Colruyt Laagste Prijzen shop in Brugge-Sint-Pieters to fill shoppers up before they started their food shop so they weren’t buying unnecessary items that would eventually end up going to waste.

We’re confident these delicious cakes will do their part in the fight against food waste and raise awareness of the huge quantities of food that are wasted and, in many cases, could be saved.

Jan Verheyen



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2022 One Show

2022 One Show

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