Iceland Foods is rolling out the first national-scale discounting initiative in partnership with money-saving app Olio and discount platform Gander across the majority of its stores in the UK.
Following a trial in select stores across Bristol and London, the frozen food retailer will now advertise its yellow sticker reductions to Olio’s 5 million UK users via their app. This expansion will alert Olio users to discounted groceries in their area, helping shoppers save money while reducing food waste.
Originally trialled in October 2024, the scheme will now be rolled out to over 900 stores in the coming weeks. The move means shoppers across will have access to real-time updates on discounted groceries in their local Iceland stores.
Stuart Lendrum, Iceland Foods’ Director of Product, Process and Sustainability, said: “Iceland has always been dedicated to tackling food waste head-on, and extending this partnership with Olio and Gander is another step towards making a real difference. Not only does this help our customers make their money go further, but it makes a positive change for the planet too.”
Saasha Celestial-One, Olio’s COO and Co-founder, commented: “Building on our partnership with Iceland, we’re thrilled that we can now make it even easier for households to access discounted groceries – in addition to our current work, stopping perfectly good food from ending up in the bin. It’s a win for communities, and a big step in the right direction towards a more sustainable retail sector.”
Stacey Williams, Gander’s Business Development Director, added: “Food waste is one of the biggest sustainability challenges of our time. By working together, Gander, Iceland and Olio are showing how technology can help retailers reduce waste and support local shoppers in finding great value at the same time.”