SuperValu partners with ‘Too Good To Go’ to launch Surprise Bag offers in initial 33 stores

Pictured are Philip McDonough, SuperValu, Patrick McKinney, Too Good To Go and Rachel Murphy, duty manager, SuperValu Blessington

Partnership to tackle food waste to be rolled out in 33 stores initially, before being made available nationwide



7 November 2023

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SuperValu has launched a partnership with food waste management company ‘Too Good To Go’, in a bid to tackle food waste, while also offering value to customers.

Initially, the partnership will see 33 SuperValu stores take part, before being rolled out nationwide over the coming months.

Through the ‘Too Good To Go’ partnership, customers will have the chance to purchase a Surprise Bag of surplus food from participating SuperValu stores, at a lower price.

The Surprise Bag will include fresh products approaching their use-by date, and can include a selection of chilled meats, dairy, fruit and vegetables, salads, sandwiches, ready meals and bakery items, which can be easily ordered for collection from a select number of SuperValu stores through the ‘Too Good To Go’ app. The Surprise Bag is available at two price points, €4.99 or €5.99, and includes a range of products at a third of the price.

SuperValu says it is committed to reducing food waste across the store network and is already on track to achieve a 30% reduction by 2025.

As part of SuperValu’s Take Local Action, Make Global Impact campaign, SuperValu believes that collectively, small lifestyle changes can lead to bigger global impacts.

In addition, SuperValu has committed to making 100% of its own-brand and in-store packaging recyclable, reusable, or compostable within the next three years. To date, SuperValu has achieved 96% of its 100% packaging goal.

“At SuperValu we are committed to bringing sustainability into every area of our business and making it easier for our shoppers to make more sustainable choices,” said Ian Allen, managing director of SuperValu.

We are continuously enhancing our practices to reach our targets. Food waste is something we are continuously trying to minimise and bring awareness to through SuperValu’s Local Action, Global Impact campaign. SuperValu’s partnership with ‘Too Good To Go’ will help reduce food waste from our network while also ensuring quality products can still reach our shoppers who can obtain products at great value. We look forward to expanding this partnership across our full footprint over the coming months,” Allen added.

Too Good To Go, managing director, Sophie Trueman said the company is “incredibly excited” to announce its collaboration with SuperValu.

“The response from the 33 stores already on our app has been fantastic, and we are eagerly anticipating the growth of our partnership as we extend our reach nationwide,” Trueman said. “Too Good To Go is all about reducing food waste and in doing so, enabling people to access quality food in a more affordable way, and in a way that does right by our planet too. We’re proud to have Supervalu on board and we look forward to the continued impact of our partnership in the weeks, months, and years to come.”

Rachel Murphy, duty manager, at SuperValu Blessington, was also enthusiastic about the new initiative, noting: “’Too Good To Go is a fantastic initiative for our valued customers, that offers savings, variety, convenience, and a positive environmental impact, while also supporting local businesses and reducing food waste. We have seen a great demand and interest amongst both new and regular customers. We are delighted to take part in this initiative that benefits both customers, the store, and our environment.”

The participating SuperValu stores are as follows:

SuperValu Knocklyon Dublin
SuperValu Rathgar Dublin
SuperValu Sutton Dublin
SuperValu Newcastle Dublin
SuperValu Lucan Dublin
SuperValu Sundrive Dublin
SuperValu Rush Dublin
SuperValu Blackrock Dublin
SuperValu Ballinteer Dublin
SuperValu Aston Quay Dublin
SuperValu Walkinstown Dublin
SuperValu Balally Dublin
SuperValu Kilmainham Dublin
SuperValu Swords Dublin
SuperValu Finglas Dublin
SuperValu Ranelagh Dublin
SuperValu Northside Dublin
SuperValu Rathborne Dublin
SuperValu Templeogue Dublin
Mulhall’s SuperValu Portlaoise Laois
SuperValu Portlaoise Laois
SuperValu Kilbarry Centre Waterford
SuperValu The Hypercentre, Waterford Waterford
Dick’s SuperValu Ballyragget Kilkenny
SuperValu Thomastown Kilkenny
SuperValu Loughboy Kilkenny
Flynn’s SuperValu Lackagh Galway
SuperValu Bandon Cork
Riordan’s SuperValu Fermoy Cork
SuperValu Limerick Limerick
SuperValu Charlesland Wicklow
Kenny’s SuperValu Blessington Wicklow
SuperValu Bray Wicklow





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