Too Good To Go, known for its innovative approach to food waste reduction through its popular marketplace app, has launched Too Good To Go Parcels, a new service dedicated to managing surplus food at the manufacturing level.

This launch marks a significant expansion in the company’s mission to tackle food waste, now enabling manufacturers and Fast-Moving Consumer Goods (FMCG) brands to sell excess food directly to consumers via a streamlined, environmentally friendly retail channel.

The new service was developed to help food producers manage surplus goods more effectively, arising from various supply chain factors.

“If it weren’t for fluctuations in demand, new packaging, cosmetic standards like damaged labels, or human error such as mislabelling, those products could otherwise be found on retailer shelves,” the company explained to New Food.

“Too Good To Go Parcels provide a reliable and sustainable retail channel for brands to offer their surplus inventory directly to consumers, ensuring that perfectly good food does not go to waste.”

Under the scheme, companies ship their surplus stock to Too Good To Go’s Midlands facility, wher logistics partner CEVA Logistics manages the packing and delivery processes. Parcels are then sold through the Too Good To Go app at reduced prices and sent directly to the consumer’s door.

Addressing waste in food manufacturing

With an estimated 12 million tonnes of food wasted annually in Europe’s manufacturing sector, Too Good To Go Parcels offers an effective solution for reducing waste in this critical phase of food production.

Sophie Trueman, Country Director at Too Good To Go UK and Ireland, said: “We are thrilled to introduce Parcels as the latest innovation in our mission to combat food waste. This new retail channel not only provides businesses with an additional way to manage their surplus inventory without any logistical burden, but it also allows them to market their brand directly to our existing and hyper-engaged audience. We believe that by making it easier for everyone to participate in tackling food waste, we can make a significant impact together.”

Big brands join the movement

Major UK brands, including Tony’s Chocolonely, Kraft Heinz, Minor Figures, and Skinny Food Co, have already joined Too Good To Go Parcels in the UK. Internationally, household names like Unilever, Danone, Coca-Cola, Ferrero, and Mondelēz are using the service in various European markets, illustrating the widespread appeal of this initiative across the food industry.

Jacqui Grimsey-Jones, UK&I Head of Marketing at Tony’s Chocolonely, commented: “Tony’s Chocolonely is fully aligned with Too Good To Go’s belief that the products we all enjoy should not cause the exploitation of people or the planet. With our fully traceable supply chain, we’re already making an impact at the very start of the journey, and now, partnering with Too Good To Go allows us to extend this commitment, ensuring we’re doing better at every stage of our products’ life cycle.”

A win-win-win solution

Too Good To Go Parcels present a triple-benefit model for the industry, the environment, and consumers. Brands gain an additional retail outlet to manage excess stock while boosting their visibility among Too Good To Go’s 17 million UK users.

For consumers, these parcels offer a variety of ambient goods, from coffee and snacks to sauces and spices, delivered straight to their door at a reduced cost, with deliveries typically arriving within one to five days.

Furthermore, beyond the UK, Too Good To Go Parcels have been successfully launched in several European countries, including Denmark, Belgium, the Netherlands, France, Italy, Germany, and Austria. The company plans to roll out the service in 50 percent of its operational countries by the end of 2024, having already saved over 1.4 million Parcels from waste—a feat estimated to have prevented 21.9 million kilograms of CO₂ emissions and saved 6.5 billion litres of water.

An extension of the surprise bags model

Too Good To Go’s latest launch builds on the success of its Surprise Bags model, a key feature of its app, through which users can purchase surplus food from restaurants and retailers.

With over 45 million meals saved via Surprise Bags in the UK alone, Too Good To Go is already well-established as a leader in food waste reduction. Thus, the new Parcels channel broadens this scope, providing a more consistent source of surplus food directly from manufacturers.

As food waste continues to account for nearly 10 percent of global greenhouse gas emissions, solutions like Too Good To Go Parcels offer an innovative, consumer-driven approach to the pressing issue of food waste at the manufacturing stage.

Look out for the next episode of the Food to Go podcast, releasing later this week, featuring Too Good To Go’s Sophie Trueman discussing the new Parcels service further, as well as strategies for tackling food waste across the entire supply chain.