The newspaper said the scale-back was on the cards as the retailer was finding it “more difficult than expected” to achieve behavioural change.
Sainsbury’s, however, has said all reports are “entirely inaccurate”.
In a statement, the retailer said: “It’s been widely reported today that Sainsbury’s is dropping its Waste less, Save more food waste programme, which is entirely inaccurate.
“In fact, we’ve just invested a further £1m to take the campaign out across the UK – and we remain absolutely committed to helping our customers save money through food waste.
Sainsbury’s – “In fact, we’ve just invested a further £1m to take the campaign out across the UK – and we remain absolutely committed to helping our customers save money through food waste.”
“We’ve spent the last year investing in the town of Swadlincote, where we’ve been trialling a range of different activities to help customers save money by reducing their food waste. Throughout our five year campaign we will be investing £10m.
“As we started our extensive trial year in Swadlincote, we had an ambition to help households to reduce food waste by up to 50%. This was always a very stretching ambition – and we will find out the results in May when we’ve done the full analysis. What we now know, is that the town of Swadlincote has been fantastic to work with, and we have achieved a huge amount in the first year of the campaign.”
During the trial, Sainsbury’s produced initiatives such as food-sharing apps and smart fridges, for householders to test in an attempt to cut food wastage.
The Guardian reported that the trial had been abandoned as the target is “unlikely to be met”.
The results of the Swadlincote trial are being independently evaluated by Wrap and will be published at the end of May.
In the next phase of the programme, Sainsbury’s is set to announce an urban trial in Peckham, London, to measure and analyse the challenges of reducing food waste for those living in dense residential, multi-occupation housing.