Reduced… Still Fresh

May 4, 2019

Iceland is to launch a nationwide rollout of ‘Reduced… Still Fresh’ lines in its Chilled and Fresh categories in a bid to further reduce food waste from its stores.

After a successful trial in nine Iceland stores, which saw a reduction in the amount of unsold food left at the end of the day, from Saturday 4th May all 950 Iceland and Food Warehouse stores in the UK will apply a 50 per cent discount on products, including milk, bread, eggs and fresh fruit and vegetables, on their ‘last day of life’.

All ‘Reduced… Still Fresh’ products will be clearly labelled and merchandised in dedicated shelf spaces alongside full-priced products, giving customers more choice when doing their top-up shops.

Find out more about how Iceland is reducing food waste here.