Major Grocery Chain Now Alerting Public When Products Are Marked Down, Reducing Food Waste

Major Grocery Chain Now Alerting Public When Products Are Marked Down, Reducing Food Waste

Starting this month, frozen foods chain Iceland will be partnering with grocery apps to alert UK shoppers across the country every time an item gets a yellow sticker price.

As part of a national food waste reduction program, 900 of Iceland’s stores will participate, with shoppers able to receive notifications on the apps Olio and Gander.

The initiative was successfully trialed in both London and Bristol, and will now span the whole United Kingdom.

“Iceland has always been dedicated to tackling food waste head-on, and extending this partnership with Olio and Gander is another step towards making a real difference,” said Iceland’s director of product, process, and sustainability.

“Not only does this help our customers make their money go further, but it makes a positive change for the planet too.”

Since its launch in 2019, the Gander app has reportedly saved over 39 million items from expiration and being sent to landfills. It too alerts users to discounted items soon to expire.

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Olio, by contrast, works through a network of volunteers to deliver food and supplies close to the sell-by date to communities in need, and will now expand its services to include these yellow sticker notifications.

“Food waste is one of the biggest sustainability challenges of our time,” said Stacey Williams, Gander’s Business Development Director. “By working together, Gander, Iceland and Olio are showing how technology can help retailers reduce waste and support local shoppers in finding great value at the same time.”