Iceland Foods is to extend its mystery bags food redistribution trial with Olio, as part of its efforts to clamp down on food waste.
The trial initially launched in four Iceland stores, and one Food Warehouse store, in September. It will now be extended to an additional five Iceland stores across the north west by the end of October.
The £2 ‘lucky dip’ mystery bags contain a selection of close to use-by date Iceland groceries, equivalent to £10. They’re packed by store staff, and can be reserved for collection by customers through the Olio app.
The trial builds on Iceland’s existing food surplus partnership with Olio, which launched in 2022 across all its stores. Iceland was testing the new concept as a way of making surplus food available “earlier” and in a “more proactive way”, Stuart Lendrum, Iceland director of product, process and sustainability told The Grocer.
“Now, anyone can go on to the Olio app and reserve a bag without needing to be a pre-existing volunteer, making it easier than ever before.
“It is still early days, but indications so far are that the trial has been a success from both a customer and a colleague perspective. The partnership with Olio is definitely reducing food surplus whilst also bringing new customers to Iceland.”
Iceland is one of several supermarkets to partner with Olio as a way of reducing the amount of still edible food going to landfill. It has redistributed more than 5.5 million meal to communities local to its stores through the partnership, Iceland claims.
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