Asda has launched an initiative across 1,000 stores to redistribute surplus but still edible food via the Too Good to Go app. Customers can purchase surprise bags, which include a variety of items such as chilled products, ready meals, fresh fruit, salads, and bakery goods.
According to Sam Dickson, Asda’s vice president for commercial strategy, operations, and own brand, “We’re delighted to be bringing Too Good to Go to more sites across our estate and our food service partners, as we remain committed to reducing food waste through innovative solutions. We’ve already seen great uptake from customers using Too Good to Go, and experienced the impact it can make towards reducing food waste.”
Playing an Important Role
“Alongside our existing food waste reduction partners, Too Good to Go will play an important role in continuing the progress we’ve made to date in minimising waste and supporting customers, communities and charities.”
The Asda ‘Surprise Bags’ are priced at £3.30, featuring at least £9 worth of products. This initiative follows a successful trial executed in several Asda supermarkets, convenience stores, and foodservice locations.
Since establishing the initial partnership with Too Good To Go in 2021 through the former EG Group convenience sites, Asda has successfully redirected over 2,000,000 kilograms of perfectly good food from waste to consumers.
Sophie Trueman, country director for Too Good to Go in the UK and Ireland, remarked, “Our team is absolutely thrilled to be rolling out our partnership with Asda, helping to combat food waste and provide great value to customers.”
‘Win-Win-Win’
“At Too Good to Go we believe that saving food from going to waste is a win-win-win – businesses can recover the sunk cost of would-be wasted food, consumers can get good food for less, and with one simple action, we’re collectively doing something great for the planet by stopping that food from ending up in landfill.”
The addition of Too Good To Go to Asda’s portfolio of partnerships aligns with the expansion of Asda’s ‘back of store’ food donation initiative initiated in June, establishing a new three-way collaboration with FareShare, a longstanding food redistribution charity, and local food-sharing app Olio.
