Asda Expands Partnership with Too Good to Go
Supermarket giant Asda has announced the extension of its partnership with surplus food marketplace Too Good to Go, continuing its efforts to combat food waste and redistribute unsold, but perfectly edible produce.
As part of this initiative, Asda will now offer surplus food at over 1,000 stores across the UK through the Too Good to Go app, providing an innovative solution for unsold stock that is still fit for consumption.
The initiative, which was introduced this September, allows customers to purchase “surprise bags” filled with surplus items. Priced at £3.30, each bag contains a minimum of £9 worth of food, which can range from fresh fruit, salads, and bakery products to chilled ready meals.
What’s more, these bags offer customers a sustainable and affordable way to access quality food while helping Asda reduce its environmental footprint.
Asda’s Vice President for Commercial Strategy, Operations, and Own Brand expressed excitement about the expansion, noting that the supermarket has seen significant uptake from customers since launching the partnership with Too Good to Go.
Furthermore, they remain committed to reducing food waste through innovative solutions, and Too Good to Go will continue to play an important role in supporting their efforts to minimise waste and support customers, communities, and charities alike.
The partnership’s success stems from a trial that began in 2021 across Asda’s former EG Group convenience stores. Since its inception, more than 2,000,000 kilograms of food has been saved from going to waste.
This extension to a wider range of Asda’s supermarkets, convenience stores, and food service sites comes as the retailer continues to make significant strides in minimising food waste.
Too Good to Go’s UK and Ireland Country Director also shared their excitement about the expanded partnership, emphasising that it is a “win-win-win” for businesses, consumers, and the planet.
Businesses can recover costs from food that would otherwise go to waste, consumers get great value for money, and together, they are making a positive impact on the environment by preventing food from ending up in landfill.
This latest move is part of Asda’s broader food waste reduction efforts. In June, the retailer expanded its ‘back of store’ food donation scheme, entering into a new partnership with FairShare, a long-standing food redistribution charity, and Olio, a local food-sharing app.
Together, these partnerships reinforce Asda’s commitment to sustainability and community support.
In conclusion, Asda’s extended partnership with Too Good to Go demonstrates the supermarket’s ongoing dedication to reducing food waste while offering great value to its customers.
With millions of kilograms of food already saved from waste, this initiative continues to highlight the importance of innovative, collaborative solutions to address global sustainability challenges.
News Credits: Asda extends food redistribution partnership
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