Too Good To Go has announced that it has expanded its marketplace beyond food, enabling retailers to redistribute surplus products across categories such as personal care, pet care, flowers and plants, nutrition and supplements, and home products through its platform.
The Danish firm said that it is already working with around 8,500 stores that supply products across these categories, with the expansion building on a marketplace that has grown over the past decade to 150 million registered users and 200,000 active partners across 20 countries.
“Value exists all around us,” commented Mette Lykke, CEO of Too Good To Go. “Whether it is a moisturiser, plant, or pet product, our role is to help it find someone who can use it. Some products are simply too good to go.”
Growing demand
According to Too Good To Go, the expanded offering reflects growing demand from retailers seeking ways to manage surplus stock outside food, and the opportunity to connect these products with consumers.
The company added that it has already tested the model through partnerships in flowers, plants and pet care, and is now expanding the approach across its wider marketplace.
“Our partners increasingly bring us surplus challenges that go beyond food and ask whether we can help,” said Lykke. “Surplus exists in every aisle. We see a clear opportunity to apply what we know more broadly and help them recover value across more of their business.”
For example, consumers in France can find products from brands including Nivea, Neutrogena, Dove, Oral-B, Always and Head & Shoulders, while partners in Poland include Inglot and Auchan. Decathlon is supplying nutrition products in Italy, while the expansion also includes partnerships with Interflora in Denmark and Sweden, Whole Foods Market in the US and Canada, OBI across Austria, Germany, Italy and Switzerland, and Hagebau in Austria and Germany, among others.
‘Making the invisible visible’
“In today’s society, we have built incredibly efficient processes for producing and selling things at scale, creating abundance, but we have not built the same efficiency into making sure what is left over gets used,” Lykke added.
“As our lives have become more convenient, we have become less conscious of what those things are worth. We used to finish what was on the plate, find a use for what we had and instinctively pause before throwing something away. Too Good To Go is built on making the invisible visible.”
Founded in 2016, Too Good To Go said that it has helped save more than 600 million meals from going to waste, equivalent to 1.6 million tonnes of CO2e avoided. Read more here.
