In an attempt to reduce waste Iceland are to give away more than 1.3m items worth £500,000 of free on last day of life food for free to online customers.
This will be rolled out across 1,000 supermarkets after a successful tria at 40 of their stores who gave away over 17,000 items of free food.
Iceland Foods managing director, Richard Walker, said, “Reducing food waste is a huge priority for us as we continue to reduce our impact on the environment.
“We know that shelf life plays a big role in the creation of surplus food so we to have find an innovative way to combat this within our stores and via our online shopping.”
“Our Free on Last Day of Life scheme not only helps reduce food waste but also supports our customers.
“We know cost is key to many of our shoppers and this new initiative allows us to offer them the opportunity to reduce their weekly shopping bills as well as helping to reduce food waste.”