Too Good To Go Expands Food-Waste Initiative With Growing Brand Participation

According to a recent LinkedIn post from Too Good To Go, the company is emphasizing food-waste reduction as a central lever for environmental impact, tying the message to Earth Day. The post highlights consumer confusion over “best before” labels as a significant contributor to food waste, citing an estimate that about 10% of waste stems from date-label misunderstanding.

The company’s LinkedIn post describes its Look-Smell-Taste initiative, which encourages consumers to rely on sensory checks rather than discarding food solely based on dates. The post suggests this approach is aimed at reducing unnecessary household food waste, which aligns with Too Good To Go’s broader mission of limiting resource waste across the food value chain.

According to the post, 45 new brands joined the Look-Smell-Taste initiative in 2025, including retailers and producers such as Lidl Belgium & Luxemburg, Lewiatan Partner, PlanetDairy, and Casa Relvas. The post indicates that the initiative’s label is now present on more than 9,000 products, implying growing adoption among food brands and retailers.

For investors, the post points to expanding B2B relationships and brand reach, as each participating partner and labeled product may deepen Too Good To Go’s integration within grocery and packaged-food ecosystems. Increased label penetration could support higher user engagement and app usage over time, potentially strengthening network effects and the company’s platform value.

The sustainability focus highlighted in the post may also reinforce Too Good To Go’s positioning within ESG-oriented investment themes. By promoting measurable reductions in food waste and aligning with climate and resource-efficiency narratives, the company could enhance its appeal to partners and capital providers prioritizing environmental impact alongside growth potential.