Iceland is set to expand its innovative ‘mystery bag’ scheme to combat food waste in partnership with Olio.
- The scheme started with a pilot in four Iceland stores and one Food Warehouse, now expanding to five more locations.
- Each £2 mystery bag contains approximately £10 worth of groceries nearing their ‘use-by’ date.
- Shopfloor staff pack the bags, which are reserved via the Olio app, making surplus food accessible to consumers.
- This initiative coincides with calls from major brands for the government to enforce mandatory food waste reporting.
Iceland, in collaboration with food redistributor Olio, is extending its ‘mystery bag’ initiative aimed at reducing food waste. Initially launched in September, the scheme piloted in four Iceland branches and one Food Warehouse, providing consumers with affordable access to near-expiry groceries. By the end of October, an additional five Iceland outlets are expected to participate in this programme as part of a broader strategy to enhance food accessibility.
The ‘mystery bag’ concept presents an economical opportunity for consumers, offering groceries valued at £10 for the nominal price of £2. These bags are meticulously assembled by Iceland’s shopfloor staff and are made available for collection through the Olio app. Such an approach not only supports waste reduction but also makes nutritious food options accessible to a wider audience, ultimately aligning with Iceland’s commitment to sustainability.
This expansion is Iceland’s response to an increasing demand for innovative solutions to food wastage challenges. Concurrently, over 30 leading UK grocers and brands, including notable names such as Tesco, Sainsbury’s, and Aldi, are advocating for governmental action in the form of mandatory food waste reporting. The collective endeavour underscores a growing recognition of the importance of tackling food waste issues across the sector.
The expansion of Iceland’s scheme represents a significant step in addressing food waste while supporting consumers with affordable options.
