Following a successful 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. Shoppers across the UK 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, said: “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 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.”
By partnering with both Olio and Gander, Iceland is extending the impact of its food waste reduction efforts through two complementary solutions.
Gander’s technology allows customers to browse reduced items at nearby stores in real time, helping them snap up bargains that might otherwise go to waste. Since launching in 2019, Gander has helped save more than 39 million food items from landfill – preventing an estimated 41,000 tonnes of CO₂ emissions.
Olio has been one of Iceland’s key redistribution partners since 2022, making sure surplus food reaches households instead of landfill via their volunteer or ‘Food Waste Hero’ programme. Through their partnership, Iceland and Olio have provided over 7 million meals to local communities.
Customers can download the Olio app to find discounted items in their local Iceland store and receive alerts about fresh reductions in their area.
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July 2025 issue
2025 A1 Buyers Guide
