Iceland rolling out £2 'mystery bags' scheme to more UK stores

Iceland is to continue its fight against food waste by extending its mystery bag surplus trial.

The frozen supermarket chain launched the scheme with Olio in September across four stores, Chorley, Leyland, Tyldesley and Oxford Botley, and The Food Warehouse in Oxford. As part of the scheme, shoppers can buy a £2 mystery bag containing food close to its use-by date with a value of around £10.

After a successful trial, the scheme is set to be extended to an additional five Iceland stores across the north west by the end of October. Stuart Lendrum, Iceland director of product, process and sustainability told The Grocer: “It is still early days, but indications so far are the trial has been a success from both a customer and a colleague perspective.

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“The partnership with Olio is definitely reducing food surplus whilst also bringing new customers to Iceland. Now, anyone can go on to the Olio app and reserve a bag without needing to be a pre-existing volunteer, making it easier than ever before.”

In September, Iceland revealed Olio had sold on average 87% of the bags daily. Customers who live close to any of the participating stores and want to get involved are encouraged to download the Olio app. They can then keep a daily lookout for Iceland lucky dip bags posted.

Iceland said at the time: “We are proud of sending no unsold food to landfill, and of having achieved a 28% reduction in Iceland’s food surplus since our baseline year in 2017/18. We are constantly looking at new ways to improve food redistribution while also benefiting our customers.

“This concept is initially being trialled in five locations (Iceland stores in ) with the aim of rolling it out more widely if it proves successful. On the first day of the trial we sold 23 bags across the five stores, receiving positive feedback from customers.”

Last week it was reported Iceland has made a major change to 53 of its UK stores ahead of a major nationwide rollout. Iceland has partnered with the food delivery service Deliveroo as part of the latest expansion of its rapid delivery offer and is now offering the service at 53 of its UK stores.

Under the plan, the supermarket chain will expand to its 800 Iceland and Food Warehouse stores by the end of October.