Iceland gives away food to online customers in bid to cut food waste
Iceland is to offer its customers a potential half a million pounds worth of free food per year through its Free on Last Day of Life scheme.
The move follows a successful trial in 40 stores where the frozen food retailer gave away more than 17,000 items with online deliveries for products nearing the end of their shelf life as it looked to cut food waste. Iceland said customers received an average refund of £1.58 per order.
The scheme will be made available across all 1,000 Iceland stores.
Richard Walker, managing director of Iceland, said: “We know that shelf life plays a big role in the creation of surplus food, so we have to find an innovative way to combat this within our stores and via our online shopping. Our Free on Last Day of Life scheme not only helps reduce food waste but also supports our customers.”
Anyone eligible for Iceland home deliveries will be able to benefit from the scheme, although people will not be able to shop specifically for the items. If an item ordered is the only one left on the shelf and is dated the same day, it will be added to the customer’s shopping cart for free and Iceland will make the customer aware of the item before it makes a delivery.
All food ordered by customers online with Iceland have previously had a shelf life of at least two days.
