Too Good To Go adds plants and shampoo to its magic boxes

The anti-food waste platform Too Good To Go is significantly broadening its service by expanding beyond surplus food items. Starting October 15, the company will include a wider variety of goods in its signature 'Magic Box' surprise packages, such as personal care items, pet supplies, plants, flowers, and home products like cleaning supplies. This strategic shift aims to combat waste across multiple retail categories rather than focusing solely on grocery items nearing their expiration dates.

Founded in 2015 in Copenhagen, the platform has seen significant growth, particularly in the Netherlands, where approximately 5.7 million users have downloaded the app. Since entering the Dutch market eight years ago, the service has successfully saved over 40 million meals. The company plans to roll out these new categories incrementally through partnerships with retailers such as Welkoop and Vitamin Store. By diversifying its offerings, the platform continues its mission to prevent unsold retail inventory from being discarded, giving these goods a second life through its popular discount model.