Axfood’s leading discounter Willys has since several years successfully found ways to reduce food waste in its operations through more precise ordering processes, price reductions and donations to charity. Now, Willys and Axfood’s private label division join forces and launch a new co-branded products series with products sorted out when producing for private label Garant. The name of the co-branded concept is ‘Willys Svinnsmart (Waste-smart) – in cooperation with Garant’.
As from March, the series consist of ‘Skeva skivor’ (Skewed slices) wasted end pieces from the production of sliced meat, ‘Maxad lax’ (Maxed-out Salmon) waste from slicing smoked and cured salmon and ‘Fula fiskar’ (Ugly fish) breaded cod in uneven pieces or with some form of beauty flaws. ‘Svinnsmart’, ‘Skeva skivor’, ‘Fula fiskar’ and ‘Maxad lax’ are all names that play on Swedish words for smartness and beating food waste by making sure also what is normally sorted out will reach the plate.
The launch will be supported by a promotional campaign including national TV and social media.