Iceland has taken significant steps to address food waste through an innovative initiative with Olio, extending its reach to more stores.
- The initiative, launched in September, involves distributing groceries nearing their use-by date in mystery bags worth far more than their low price of £2.
- Originally conducted in a limited number of stores, the scheme will now encompass five additional Iceland stores by the end of October.
- This expansion is a part of Iceland’s broader efforts to make surplus food more accessible and reduce edible food waste in the UK.
- Amidst calls for mandatory food waste reporting, Iceland’s initiative stands as a testament to the growing awareness and proactive measures being taken within the retail sector.
Iceland, in collaboration with food redistributor Olio, is stepping up its efforts to tackle food waste through the expansion of its ‘mystery bag’ initiative. Launched initially in September, the program featured participation from four Iceland stores and one Food Warehouse location. The mystery bags, each priced at an affordable £2, contain a variety of groceries close to their use-by date and hold a value of £10. This initiative not only provides a cost-effective solution for consumers but also addresses the critical issue of food waste.
The decision to expand the program to an additional five Iceland stores by October’s end signifies a commitment to making surplus food more accessible to a broader audience. The extended trial is part of a larger partnership with Olio, as Iceland explores innovative methods to curtail food waste and provide consumers with affordable grocery options.
As part of the operational process, Iceland’s shopfloor staff are responsible for packing these mystery bags, which customers can reserve through the Olio app for collection. This collaboration marks a progressive step in experimenting with creative solutions to manage food surplus effectively.
Moreover, this initiative aligns with the broader movement among UK grocers and brands, including notable names like Tesco, Sainsbury’s, and Aldi, advocating for mandatory food waste reporting. Such measures highlight an increasing industry focus on reducing the amount of edible food discarded and fostering sustainability in food distribution.
Iceland’s expansion of the mystery bag initiative reflects a proactive approach in addressing food waste while providing consumers with economical grocery options.
