Too Good To Go is a food-waste reduction platform that connects consumers with surplus food from retailers and restaurants, and this weekly recap reviews its latest sustainability-focused developments. The company used Earth Day communications to underscore that confusion over “best before” labels drives an estimated 10% of food waste, emphasizing the difference between quality and safety indicators.
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Too Good To Go is promoting its Look-Smell-Taste initiative, which encourages consumers to check food with their senses instead of discarding items solely based on date labels. This behavior-change effort targets household waste reduction and reinforces the company’s mission to cut waste across the food value chain.
In 2025, the company added 45 new brands to the Look-Smell-Taste program, including Lidl Belgium & Luxemburg, Lewiatan Partner, PlanetDairy, and Casa Relvas. The initiative’s label is now featured on more than 9,000 products, signaling rising adoption by retailers and manufacturers and widening consumer exposure.
These developments highlight Too Good To Go’s ecosystem strategy, where expanded label presence deepens B2B relationships and embeds the brand within grocery and packaged-food networks. Greater product and partner participation could support higher app engagement and strengthen network effects without substantial incremental marketing cost.
From a financial and strategic perspective, the company’s growing role in food-waste reduction aligns it with ESG-focused investment themes and sustainability mandates. Overall, the week’s news points to steady progress in scaling a low-cost, partnership-driven model that may enhance Too Good To Go’s long-term positioning within environmentally conscious consumer markets.