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Too Good To Go Launches New Brand Identity to Enable Impact at Scale

March 13, 2023

London, UK (March 2023) - Too Good To Go, the world's largest marketplace for surplus food, has released a new Brand Positioning and Brand Visual Identity to enable the company’s continued growth, and to resonate with a broader, mass audience. The launch of the new Brand Identity coincides with the celebration of the social impact company’s latest milestone of 200 million meals saved, across the 17 countries where it’s active. With its new Brand Identity, Too Good To Go aims to be even better equipped to fulfill its mission to inspire and empower everyone to fight food waste together.


“The power of our Brand has been instrumental in growing Too Good To Go. It helped build a strong community of 70 million registered users, gain huge credibility, and maintain a high degree of organic growth. In order to scale our impact further, we recognise the need to appeal to a truly mass audience, beyond the niche audience of people who already recognise the urgency of fighting food waste,” explains Ivo van den Brand, Global CMO of Too Good To Go.

"Too Good To Go’s win-win-win model is truly unique,” van den Brand continues: “Every meal saved through our platform helps people access good food at incredible value for money, it supports local business owners, and it has a positive impact on the environment.”

To date, Too Good To Go largely focused its communications on functional and macro-environmental benefits. With the new Brand Positioning and Brand Identity, Too Good To Go wants to create a more emotional connection with the community. “Every day, millions of users and thousands of partners make a positive impact through Too Good To Go, simply by saving good food from going to waste. Every single act of food saving helps to slow global warming. We want to make sure that people rightly feel recognised and gratified when they make a valuable difference like that”, van den Brand says.


Founded in 2016, it took Too Good To Go 6 years to reach their first 100 million meals saved. The next 100 million meals were saved in under 1.5 years; a clear indication of the company’s growth trajectory, and their industry leadership.

The new Brand Identity was developed in-house by Too Good To Go’s Brand and Creative teams, based across their offices in Copenhagen, London, Paris, Madrid, Milan, Berlin, Amsterdam, Vienna, Zurich and Toronto.


The social impact company also remains committed to delivering impact beyond its Marketplace app. Too Good To Go’s ‘Look, Smell, Taste, Don't Waste’ programme aims to reduce food waste in households that is a result of misinterpretation of date labels on food packaging.

This misinterpretation is estimated to contribute to 10% of food waste across the EU supply chain, which is why Too Good To Go teamed up with some of the world’s largest food manufacturers to print special ‘Look, Smell, Taste, Don’t Waste’ labels on an est. 1.7 billion products across 13 countries.

At the same time, the company is actively engaged in policy work to improve date labels, notably through its participation in the ‘Date Marking’ subgroup of the EU Platform on Food Losses and Food Waste.


For press enquiries, contact press@toogoodtogo.co.uk 


Too Good To Go is a Certified B-Corp Social Impact company, with a mission to inspire and empower everyone to fight food waste together. The Too Good To Go app is the world’s #1 marketplace for surplus food.

Through its marketplace, Too Good To Go connects more than 70 million users with over 130,000 partner businesses to rescue and save unsold food at local grocery stores, coffeehouses, bakeries, restaurants, and more.

Launched in 2016, Too Good To Go has saved over 200 million meals, the equivalent of 500,000 tonnes of CO2e. It currently operates in Europe (the United Kingdom, Ireland, France, Germany, Denmark, Spain, Italy, Portugal, Switzerland, Sweden, Belgium, Poland, The Netherlands, Austria and Norway); and America (Canada and the USA).

Visit toogoodtogo.com, or the Too Good To Go B Corp profile for more information; and follow Too Good To Go on Instagram, Facebook, Twitter and LinkedIn