Frozen food retailer Iceland has extended its partnership with Olio, after a food waste reduction pilot saved 7million meals from being wasted, supporting the retailer’s efforts to cut food waste while offering shoppers affordable produce.

Olio’s Lucky Dip mystery bags allow customers to access Reduced To Clear (RTC) food, offering good value groceries while preventing food waste. “As a part of our ‘Doing It Right’ philosophy, we’re committed to reducing food waste while supporting our customers and communities.,” said Stuart Lendrum, Iceland Foods Director of Product, Process & Sustainability.

Priced at £2, the mystery food bundles include eight undisclosed RTC items – usually marked down to -75% off the usual RRP. Customers can reserve the Lucky Dip bags via the Olio app, which are then collected and paid for in-store.

Having piloted the Olio app in 7 stores in October 2024, the trial helped Iceland prevent 7million meals from being wasted, equating to taking millions cars off the road, it said. Iceland has now doubled the number of stores using the Olio Lucky Dip scheme to 14.

“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,” Lendrum added.

“Working with Iceland on Lucky Dip bags has been a wonderful addition to our already highly impactful partnership,” Saasha Celestial-One, COO & Co-Founder of Olio, added. “We’ve loved developing another way for retailers to fight food waste, streamlining discounting and surplus redistribution into one simple system, and taking the operational burden off store colleagues.”