A Swedish online grocer specialising in food that might otherwise be destined for landfill has launched in the UK.

Motatos sells ambient food and fmcg that might otherwise go to waste because of changes to packaging specification or a short remaining shelf life. 

It sells lines from big brands such as Heinz, Cadbury, Kellogg’s, Walkers and Typhoo, and claims to be able to offer savings of up to 60% compared with other supermarkets. 

Launched in Sweden in 2014, Motatos also operates in Germany, Finland and Denmark. It claims that by shopping with Motatos, consumers are reducing the amount of food ending up in landfill and as a result their carbon footprint. 

The company has raised €95m in capital from outside investors since it was founded, and says it has a revenue run rate of €100m.

The Grocer first revealed its UK launch was imminent last month.

“We’re really excited to be launching in the UK at this stage in our development,” said Motatos founder Karl Andersson. “There’s so much opportunity here for consumers to be able to help reduce waste whilst also reducing their weekly spend, meaning they don’t have to choose between price and being environmentally conscious.”

Motatos UK country manager Christabel Biella said: “The cost of living crisis is affecting all sectors and UK shoppers are looking for ways to cut down their monthly spend without compromising on all the brands that they love.

“With prices surging, Motatos is hoping to make a real difference to consumers by offering savvy savings, allowing them to be sustainability-minded and reduce waste. It’s a win-win.”

UK consumers are able to place orders at Motatos.com as of today (7 June). The minimum order value is £20, plus a £2.99 shipping charge for delivery in three to five working days. 

Motatos joins several other redistribution supermarkets in the UK market. Most operate as charities, but some, such as Company Shop and online-only retailer Approved Food, are run as commercial enterprises.