Innovation

Too Good To Go has created a simple but powerful technology that turns the global problem of food waste into a "win-win-win" situation. Their innovative solution is a mobile app that connects local businesses—like bakeries, supermarkets, and restaurants—with everyday people to rescue "Surprise Bags" of unsold food. Instead of throwing away perfectly good items at the end of the day, businesses sell them at a fraction of the cost. This makes high-quality food more affordable for the community while helping small businesses earn back money they would have otherwise lost.

This approach directly supports the UN Sustainable Development Goals for a better world, with a specific focus on Goal 12 (Responsible Consumption and Production) and Goal 13 (Climate Action). By preventing food from ending up in landfills, where it would rot and release harmful greenhouse gases, the company has already saved over 300 million meals. Beyond the app, they also work on a larger scale by putting "Look-Smell-Taste" labels on products to teach people how to reduce waste at home. Through this clever use of technology and education, they are proving that we can protect the planet and support local economies simultaneously.

Inspiration

Matt Bell stated, "We are a social impact company on a mission to inspire and empower everyone to fight food waste together. We wanted to create a solution where there are no losers, a 'win-win-win' model where the planet wins by reducing CO2e emissions, businesses win by recovering costs and reaching new customers, and consumers win by getting great food at a fraction of the price.” Their vision was to create a straightforward and scalable solution that empowers both businesses and consumers to take meaningful action. 

Overall impact

Too Good To Go was founded in 2015 in Copenhagen, Denmark, by a group of entrepreneurs who were inspired to act after witnessing perfectly edible food being discarded at a buffet. The innovation is a mobile marketplace that allows businesses such as bakeries, cafes, and supermarkets to sell their daily surplus food in "Surprise Bags" at a third of the original price. The company provides a digital platform that manages local, short-notice pickups, helping everyday consumers participate in a circular economy and directly reduce food waste.

In the short term, this innovation provides immediate financial recovery for small businesses and affordable meals for consumers, while instantly diverting organic waste from landfills. Long term, the company has scaled into a global movement, expanding to over 17 countries and influencing international policy through initiatives like "Look-Smell-Taste" date labeling to reduce household waste. This sustained growth has helped shift the cultural narrative, moving society away from the "disposable" mindset toward a more conscious and restorative approach to consumption.

The evidence of this impact is substantial and measurable. As of 2024, Too Good To Go has successfully rescued over 300 million meals globally, which equates to avoiding approximately 750,000 tonnes of CO^2 emissions. Their Certified B Corporation status, with a high impact score in the environment category, is a third-party verification of their commitment to balancing purpose and profit. Their data-driven annual impact reports show that by providing a scalable solution to a global problem, they are helping meet international targets for reducing food waste.

Business benefit

Because Too Good To Go developed a scalable, tech-driven solution for surplus food management, the company has transformed from a small Danish startup into a global leader with significant financial and operational reach. By creating a marketplace that converts potential losses into revenue, the business has successfully raised over $45 million in funding, including a major $31.1 million investment round led by Blisce. This capital has enabled the company to grow to over 900 employees globally, open new markets across 17 countries, and expand significantly in the United States. This rapid growth has not only increased their brand equity but has also created a specialized job market for "waste warriors" who are passionate about social impact. Bell shared, "As a Certified B Corporation, we meet the highest verified standards of social and environmental performance, transparency, and accountability. Our Surprise Bag marketplace is the perfect example of this balance."

Because the business introduced modular software solutions such as the "Too Good To Go Platform," it has moved beyond a simple consumer app to provide enterprise-level services for major grocery retailers. This diversification has opened new product lines that help stores track and manage inventory before it even reaches the surplus stage. Internally, this mission-driven work has fostered a culture of high employee well-being and retention; staff members report a strong sense of purpose, knowing their daily tasks directly prevent CO2 emissions. Furthermore, their success has validated the "Social Impact" investment category, demonstrating to the broader financial world that a company can prioritize the UN Sustainable Development Goals while maintaining a profitable, high-growth trajectory.

Social and environmental benefit

Too Good To Go’s innovation benefits the environment by addressing one of the leading drivers of climate change: food waste. When food is discarded, all the energy, water, and land used to produce it are also wasted, and as that food rots in landfills, it produces methane, a potent greenhouse gas. By facilitating the rescue of millions of meals across Europe and North America, the company has effectively mitigated hundreds of thousands of tonnes of CO^2. This impact is especially vital in urban centers like New York and London, where high-density food-service operations generate massive amounts of surplus daily. By keeping this food in the human food chain, the innovation conserves natural resources and reduces the global food system's carbon footprint.

On a societal level, the innovation promotes food equity and community resilience by making high-quality, nutritious food accessible at a significantly lower price point. In an era of rising inflation and food insecurity, the "Surprise Bag" model allows students, low-income families, and budget-conscious individuals to purchase fresh bread, produce, and prepared meals from local businesses they might otherwise find unaffordable. Bell expressed, "Through supporting both customers and partner stores, I’ve been able to help improve their experience with the app so more food gets saved instead of thrown away. It’s especially rewarding knowing that even small improvements in customer support can lead to thousands of meals being rescued, which contributes to a much bigger environmental impact." This helps bridge the gap between abundance and need, ensuring that the labor of farmers and chefs serves its intended purpose—nourishing people.

Furthermore, the company’s "Date Labeling" initiative has sparked a major shift in consumer behavior and education. By partnering with global brands to add "Look-Smell-Taste" labels to products, Too Good To Go empowers individuals at home to trust their senses rather than strictly rely on "Best Before" dates, which often lead to premature disposal. This educational component transforms the innovation from a mere transaction tool into a cultural catalyst, teaching society to value food as a precious resource rather than a disposable commodity. By combining technological convenience with public advocacy, the company is building a more conscious, environmentally responsible global community.

Interview

Matt Bell, Customer Care