Iceland expands Olio yellow label partnership with Gander
Iceland is rolling out its partnership with Gander and Olio to 950 stores nationwide, allowing shoppers to see thousands of yellow label reduced items in real time. The collaboration helps customers save money, supports retailers in selling more reduced stock, and tackles food waste at scale. Trial results showed strong impact, including significant waste reduction and most shoppers buying extra items when visiting store.
In October, the trio began a new pilot which saw close to sell by date items in Iceland stores in Bristol and London listed on both Gander’s and Olio’s app. Iceland will now expand the service to 950 of its stores nationwide.
It means shoppers will now be able to view thousands of Iceland’s yellow label discount items in real time via the Reduction Feed on both the Gander app and the Olio app.
“Iceland has always been dedicated to tackling food waste head on, and extending this partnership with Olio and Gander is another step towards making a real difference,” said Stuart Lendrum, Iceland Foods’ director of product, process and sustainability. “Not only does this help our customers make their money go further, but it makes a positive change for the planet too.”
Gander connects directly to retailers’ point of sale systems in store to provide real time updates on promotions and reductions. Shoppers can browse all deals locally to them via the Gander app or choose to receive notifications about specific promotions.
Clearance helps retailers cut food waste and improve sales.
Since launching in 2019, Gander has expanded internationally and has been onboarding a number of partner apps with access to its feeds.
The Iceland expansion follows a tie up between Gander and Olio in July last year, which linked yellow label deals live across Gander’s retail partners to the Olio app.
“Food waste is one of the biggest sustainability challenges of our time,” said Stacey Williams, Gander business development director. “By working together, Gander, Iceland and Olio are showing how technology can help retailers reduce waste and support local shoppers in finding great value at the same time.”
As well as helping a retailer reduce waste in stores, the platform can act as a sales driver, Olio claims. Around 70 percent of shoppers in the Iceland trial bought extra items when they collected their discount in store.
It is the latest development in a long running partnership between Olio and Iceland, following the expansion of its Lucky Dip collection bags in June.
“Building on our partnership with Iceland, we are thrilled that we can now make it even easier for households to access discounted groceries, in addition to our current work stopping perfectly good food ending up in the bin,” added Olio COO and co founder Saasha Celestial-One. “It is a win for communities, and a big step in the right direction towards a more sustainable retail sector.”
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