Iceland Foods is to extend its lucky dip bags food redistribution trial with Olio, as part of its efforts to clamp down on food waste.
This trial initially launched in four Iceland stores and one The Food Warehouse store in September. It will now be extending to an additional five Iceland stores across the north west, beginning on the 7th October.
The £2.50 ‘lucky dip’ bags contain a mystery selection of close to use-by date Iceland groceries, equivalent to the value of £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 stores. Iceland is testing this new concept as a way of making surplus food available “earlier” and in a “more proactive way”, says Stuart Lendrum, Iceland director of product, process and sustainability.
“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 the several supermarkets to partner with Olio as a way of reducing the amount of edible food going to landfill. In 2023/24 it redistributed over 3 million meals to local communities through its partnership.