Iceland doubles ‘Lucky Dip’ redistribution trial with Olio

Iceland Foods is expanding its ‘Lucky Dip’ bag food waste trial with Olio.

The trial sees store staff collect reduced-to-clear items into ‘mystery’ bags, which can be reserved via the Olio app for £2. Shoppers then collect the bags of products, which are close to their sell by date, from a store. 

Iceland launched the trail in seven stores in October, and has now expanded it to seven more, with plans to roll out further.

The reduced-to-clear bags contain ambient, frozen and chilled groceries, and give customers an average of 75% discount on the full shelf price.

As well as helping the retailer reduce its total food waste in stores, Iceland had experienced further benefits through the system, which is integrated into the same system used for its existing partnership with the platform, “streamlining” the discounting process in stores.

“The expansion of our partnership with Olio through the Lucky Dip scheme is a great example of how we can combine innovation and sustainability to make a real difference, ensuring good food is never wasted,” said Stuart Lendrum, Iceland Foods director of product, process and sustainability.

“As a part of our ‘Doing It Right’ philosophy, we’re committed to reducing food waste while supporting our customers and communities,” he added.

Iceland is one of a number of supermarkets to partner with Olio, as a way of reducing its waste bill, and prevent unsold, but still edible food going to landfill.

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The retailer has previously pledged to never send unsold food to landfill if it’s possible not to, opting to give any food that cannot be eaten to animal feed or anaerobic digestion. Its partnership with Olio has saved an estimated seven million meals from being wasted since 2022.

“Working with Iceland on Lucky Dip bags has been a wonderful addition to our already highly impactful partnership,” said Saasha Celestial-One, Olio COO and co-founder.

“We’ve loved developing another way for retailers to fight food waste through Olio, streamlining discounting and surplus redistribution into one simple system, and taking the operational burden off store colleagues. We’re looking forward to seeing where this new discounting chapter takes us next.”