Iceland Foods has launched a first-of-its-kind nationwide discounting initiative in partnership with food redistribution company Olio and tech business Gander.
Following a successful trial in select stores across Bristol and London, the frozen food retailer has now started to advertise its yellow sticker reductions to Olio’s five million UK users via the Olio app. It means there will be an alert to Olio users whenever there are discounted groceries in their area.
The joined-up scheme is expected to help shoppers save money and reduce food waste, making it part of the retailer’s sustainability strategy.
Originally trialled in a few stores in October 2024, the scheme will now be rolled out to more than 900 shops in the coming weeks. It means shoppers across the UK will have access to real-time updates on discounted groceries in their local Iceland stores.
Stuart Lendrum, Iceland director of product, process & sustainability, said: “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.
“Not only does this help our customers make their money go further, but it makes a positive change for the planet too.”
Saasha Celestial-One, Olio’s COO & co-founder, called the discounting initiative “a win for communities, and a big step in the right direction towards a more sustainable retail sector”.
Stacey Williams, Gander’s business development director, remarked: “Food waste is one of the biggest sustainability challenges of our time.
“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.”
Gander’s technology allows customers to browse reduced items at nearby stores in real time, helping them find money-off deals that might otherwise go to waste.
Olio has been one of Iceland’s key redistribution partners since 2022, helping ensure surplus food reaches households instead of landfill via the organisation’s volunteer or ‘Food Waste Hero’ programme, which sees people come into Iceland stores to take late-life food products to redistribute into society.
Read more about Iceland on Green Retail World
[image credit: Olio/Iceland]
