Morrisons partners with app to sell cut price food boxes on best before date

Date : 26 November 2019

Morrisons has launched an initiative to market discounted boxes of fresh food that has reached its 'best before' date.

Using technology to reduce waste

From November 26th customers will be able to use the Too Good to Go app to purchase boxes of unsold fresh food. The boxes, containing fruit and vegetables, bakery and deli items worth at least £10, will be sold for as little as £3.09 across all of Morrisons UK stores following a successful trial. Customers will be able to order boxes via the app for collection from a local store. The only catch is customers won't know what's in the box until they pick it up.

Working to halve food waste

Morrisons, which has set a target of reducing operational food waste by 50% by 2030, expects to distribute 350,000 boxes of unsold food in this way in 2020. Jayne Wall, Market Street director at Morrisons, said: “We are using technology to help us reduce food waste and to help more people afford to eat well. It will also mean we waste less food this Christmas as it will find a home for products that can’t be sold after the festive period.”

Access to two milllion 'food warriors'

Morrisons will be Too Good to Go's first supermarket partner. Launched in June 2016, the app now has almost 2 million 'waste warriors'  purchasing limited life 'magic bags' from 2,531 outlets across the country. Other partners include many foodservice and food-to-go operators and hotel groups, such as Yo Sushi, Paul, Greene King, Patisserie Valerie and Accor Hotels.

For more Morrisons insight:

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Retail Analysis subscribers can access our Strategic Outlook for Morrisons: H1 Update