Normally, Iceland food ordered online for delivery will have a shelf life of at least two days.
Under the new initiative, if a fresher example of a customer’s selection is not available, Iceland staff may add one on its final shelf life day to the order instead.
The shopper will be made aware of the item ahead of delivery and will not be charged for the product. All chilled and fresh products, along with cakes and bread, are included in the scheme.
The initiative is launching in all Iceland stores, following a trial in 40 branches that saw 17,000 products given away, according to the supermarket.
Iceland said it expected the ‘Free on Last Day of Life’ scheme to provide customers with 1.3 million free products a year, equating to £500k in retail value.
“Reducing food waste is a huge priority for us as we continue to reduce our impact on the environment,” said Iceland MD Richard Walker.
“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.”