Asda is significantly increasing its collaboration with Too Good To Go, aiming to reduce food waste across its stores.
- Set to launch in September, the initiative targets nearly 1,000 sites, including supermarkets and Express stores.
- Customers will have access to ‘Surprise Bags’ containing surplus yet edible items via the Too Good To Go app.
- The partnership has already saved over two million kilograms of food since its inception in 2021.
- Asda is committed to broadening its sustainability efforts by fortifying partnerships with food redistribution platforms.
Asda is reinforcing its commitment to food waste reduction by broadening its partnership with Too Good To Go, the leading global surplus food marketplace. This initiative, launching in September, will expand to nearly 1,000 sites, including Asda supermarkets and Express stores, as well as associated foodservice locales like Leon, Greggs, Sbarro, and Subway. Through this partnership, consumers can purchase ‘Surprise Bags’ via the Too Good To Go app for a modest fee of £3.30. These bags, containing a minimum of £9 worth of surplus food products, offer a range of items such as chilled goods, ready meals, salads, bakery products, and other perishables nearing their sell-by dates.
The pricing of these bags from various locations, including Asda Express and foodservice outlets like Leon and Subway, will differ based on the contents. However, they may contain anything from breakfast to dinner items and include treats such as cakes and pastries. The expansion follows a successful pilot program in Asda’s supermarkets and convenience stores.
The partnership, initially established in 2021, has already made a substantial impact by saving over two million kilograms of food from being wasted. Asda’s Vice President for Commercial Strategy, Operations, and Own Brand, Sam Dickson, expressed enthusiasm for the expansion, highlighting the company’s dedication to minimizing food waste through innovative collaborations. “We’re delighted to be bringing Too Good To Go to more sites across our estate and our food service partners, as we remain committed to reducing food waste through innovative solutions,” Dickson stated. This commitment extends to other notable partnerships, such as the recent expansion of Asda’s ‘back of store’ food donation scheme in June.
This scheme has seen Asda enter into new agreements with longstanding food redistribution charity FareShare and local food-sharing app Olio, enhancing the range and impact of their redistribution efforts through more than 680 additional donation slots.
With this strategic approach, Asda is setting a forward-thinking precedent in the supermarket industry, aligning business operations with sustainable practices. These efforts reflect a comprehensive strategy to engage with different stakeholders and leverage technology to address one of today’s pressing environmental challenges: food waste.
Asda’s expanded initiative with Too Good To Go exemplifies a proactive approach to sustainability and food waste reduction.
