Iceland makes major change to yellow stickers across 900 stores

Iceland is making a major change to its yellow sticker discounts across hundreds of its supermarket stores.

Shoppers will now be able to view yellow label items in real time, and receive alerts when food becomes available, through the Gander and Olio apps.

If a customer then sees something they want to buy, they will then have the option to reserve it for collection. Iceland will roll out the partnership with both apps to over 900 stores in the coming weeks, following a successful trial in select branches in Bristol and London. It comes after reports DWP state pensioners are set to be given 'extra £352' completely free.

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Both the Olio and Gander apps are free to download. Through their partnership, Iceland and Olio have provided over seven million meals to local communities, while Gander has helped save more than 39 million food items from landfill since its launch in 2019.

Stuart Lendrum, Iceland Foods’ Director of Product, Process and Sustainability, said: "Iceland has always been dedicated to tackling food waste head-on, and extending this partnership with Olio and Gander is another step towards making a real difference.

"Not only does this help our customers make their money go further, but it makes a positive change for the planet too."

Saasha Celestial-One, Olio COO and Co-founder, said: "Building on our partnership with Iceland, we're thrilled that we can now make it even easier for households to access discounted groceries - in addition to our current work stopping perfectly good food ending up in the bin. It’s a win for communities, and a big step in the right direction towards a more sustainable retail sector.”

Stacey Williams, Gander Business Development Director, said: "Food waste is one of the biggest sustainability challenges of our time.

"By working together, Gander, Iceland and Olio are showing how technology can help retailers reduce waste and support local shoppers in finding great value at the same time."

It comes after Iceland started installing facial recognition in stores as part of a crackdown on theft and violence against staff. The cameras check customers faces against a database of known offenders, it then triggers an alert to staff to the store when a match is made.

The technology is being used as a trial at this stage, but if successful, it could be rolled out to more Iceland stores. Meanwhile, Iceland closed stores in Margate, Kent, and Inverness, Scotland, last month.

Its stores in Welling, London, in Shenley Road, Borehamwood and Alphington Road Retail Park in Exeter have also shut down in recent weeks. But it isn't all bad news.

The retailer has also opened new stores. Iceland recently opened a new city centre supermarket in Derby and another shop at Victoria Chambers on London Road.