Morrisons and Too Good To Go are expanding their partnership with the launch of Chilled Surprise Bags, giving customers more opportunities to rescue surplus food at a reduced price. The new bags allow customers to save a selection of dairy, deli, meat and seafood products, worth £12 at full retail value, for around £6 through the Too Good To Go app. The Chilled Surprise Bag is currently available across 25 stores in the London region.
Four million meals saved milestone
The launch comes as the partnership reaches a major milestone, with more than four million meals saved from waste across the UK since Morrisons and Too Good To Go first began working together in 2019. Chilled Surprise Bags join Morrisons’ existing range of Bakery, Fruit & Veg, Café and Grocery Surprise Bags, broadening the types of surplus food customers can discover and rescue through the app.
Chelsea Kerr, managing director at Too Good To Go, said: “Reaching four million meals saved with Morrisons is a brilliant milestone, but we’re particularly excited to build on that progress by expanding the range of food customers can rescue.”
Expanding the rescue range
“The launch of Chilled Surprise Bags gives even more people the opportunity to discover great food at a reduced price, while helping ensure good food is eaten, not wasted,” Kerr added. Since launching in 2019, the partnership has taken a test-and-learn approach to tackling food waste. Together, the businesses have redistributed more than £32m worth of food and helped avoid more than 10 million kg of CO2e emissions.
Today, the partnership is available across 495 Morrisons supermarkets and selected Morrisons Daily stores nationwide. Customers can use the free Too Good To Go app to reserve a Surprise Bag of surplus food from a participating store, collect it within a specified time window and enjoy the food at a fraction of its original retail value.
Commercial benefits for Morrisons
The partnership is also said to be delivering commercial benefits for Morrisons. Almost half of customers who rescue a Morrisons Surprise Bag go on to make an additional in-store purchase, reportedly generating £3m in incremental basket spend this year.
David Scott, corporate affairs director at Morrisons, said: “Reaching four million meals saved with Too Good To Go is a fantastic milestone, and we’re pleased to build on this progress by expanding our offer with Chilled Surprise Bags.”
“This gives customers even more opportunities to enjoy great-quality food for less, while helping us make the most of food that might otherwise go to waste,” Scott added.
