25 July, 2025

Food waste is a massive problem. In the UK alone, 10 million tonnes of food are wasted every year. We know the stats. We know the stakes. But changing consumer habits? That’s where it gets tricky. 

So how do you turn food waste into something people actually want? 

With a bit of creativity and a good deal. 

Iceland Foods just launched a smart new initiative: £2 “Lucky Dip” frozen bundles, packed with surprise products that would otherwise go to waste. Available in select stores via their app, the bundles are worth up to £8 and help reduce perfectly good food from ending up in the bin. 

And it works.
→ Iceland clears stock.
→ The planet breathes easier.
→ Shoppers get a great bargain, a surprise, and a small sense of doing good. 

It’s a clever mix of behavioural insight and retail know-how. No guilt. No pressure. Just a fresh way to reframe what value means, not just in price, but in purpose. 

In a world where “doing good” often feels complicated or expensive, Lucky Dip flips the script. It’s simple, affordable, and quietly brilliant. Because sometimes, the best way to change behaviour… is just to offer a really good deal. 

By Justine Bahoumina