Iceland giving away free food to online shoppers


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In an effort to tackle food waste, Iceland are giving away free food on last day of shelf life to their online shopping customers.

Iceland giving away free food to online shoppers

If you shop online at Iceland you could soon be getting free food added to your online order.

In a bid to tackle food waste, the frozen food grocer trialled an initiative in 40 branches which gave away 17,000 products that had one day left of their shelf life.

The trial was so successful that the supermarket has decided to roll out the scheme to all its branches.


When customers order food online at Iceland all delivered items must have a shelf life of at least two days. If an item the customer has selected is only available with 1 day shelf life and there are no fresher alternatives, the shopper will get that item for free under the new initiative.

The scheme includes all chilled and fresh products, along with cakes and bread. In the event that a free product is added to the shoppers delivery, they will be made aware of it before the scheduled delivery time and also notified that there will be no charge for the item.

Free on Last Day of Life Scheme

The scheme called 'Free on Last Day of Life' is predicted to provide customers with 1.3 million free products a year, which equates to roughly £500k in retail value.


Iceland MD Richard Walker said "Reducing food waste is a huge priority for us as we continue to reduce our impact on the environment".

The retail industry in the UK produces around 0.3 million tonnes of waste a year. This scheme from Iceland will take a small dent out of that and not only will it help reduce food waste but the freebie will also put a little extra savings in the pockets of their customers.

See also: Aldi is Britain's cheapest supermarket.

The rollout of this scheme couldn't have come at a better time for shoppers who will be splashing out on extras for the festive season. Every penny saved counts when it comes to saving for Christmas.

More from Shopping & Christmas

For more info on food waste in the UK have a look at this report from House of Lords Library

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