In the UK, Iceland Foods, the popular frozen food supermarket chain, has launched a nationwide initiative to tackle food waste while helping customers save money. The company is rolling out real-time notifications for “yellow-sticker” deals — heavily discounted items nearing their sell-by date but still perfectly good to eat.

These yellow stickers have long been a hidden gem for savvy shoppers, but timing has always been tricky — by the time you spot the discount, it’s often too late. Now, thanks to a partnership with apps like Olio and Gander, customers can receive instant alerts when discounted products become available in their local store.

The program began as a small-scale trial in Bristol and London, where it proved so successful that Iceland decided to expand it to all 900+ of its stores across the UK. The benefits are twofold: families can stretch their grocery budgets, and perfectly edible food avoids ending up in landfills.

Iceland’s sustainability team says the goal is simple — make it easier for shoppers to access affordable food while reducing environmental impact. It’s a practical, scalable step toward a greener, more resource-conscious food industry.

Sometimes, the right change starts with a single yellow sticker.