Danish retailer Coop Danmark has announced that it is introducing an app to help reduce food waste in its stores.
Using the app, called Too Good To Go, customers can purchase items that would otherwise be thrown out, at up to 75% lower than the original price.
"Over the last three years, we have been working to reduce our food waste, and put items down in price when approaching the expiration date," said Signe Frese, the CSR director at Coop.
"We can still do a lot, and would therefore like to work together to help both us and our customers to reduce food waste. Too Good To Go is a great concept that we also believe many of our customers think about."
The Too Good To Go app was founded in Denmark in 2015 by a group of young entrepreneurs, and it has saved over 1,200 tonnes of food from being wasted since its launch.
"We are very pleased to strengthen our partnership with Coop, thereby contributing to efforts to combat food waste in Denmark," said Henrik Stampe, chief sales officer at Too Good To Go. "We are confident that this cooperation will be very positive for Coop and Coop's customers across Denmark."
The service will be initially introduced in 40 Coop stores, including Kvickly, SuperBrugsen and Daglibrugsen, but the retailer expects to have the scheme in over 100 stores by the end of the year.
© 2017 European Supermarket Magazine – your source for the latest retail news. Article by Sarah Harford. Click subscribe to sign up to ESM: The European Supermarket Magazine.