Asda fights food waste with Whywaste

Whywaste logo in a black vest

Asda has collaborated with Whywaste on a new data solution which will simplify the supermarket’s mark-down process and in doing so, reduce food waste. Whywaste is a Swedish startup that participated in the EIT FAN Helsinki programme in 2021.

Whywaste’s digital date checking solution identifies products which are close to their expiry date, so colleagues in store can mark down efficiently before products reach their expiry date. This new technology means that Asda colleagues no longer need to look at all the products but receive information via an app on products which are about to expire. As a result, no product can be overlooked and is also acted upon in due time.

It will lead to a greater reduction in food waste, helping Asda towards its goal of reducing food waste by at least 50% as part of the Courtauld Commitment.

“By partnering with Whywaste we can help eliminate unnecessary food waste from our shelves.”

Asda Waste Process Manager, Andrew Hudson, said: ‘’To reach our waste targets we are constantly looking for technologies and tools to help. By partnering with Whywaste we can help eliminate unnecessary food waste from our shelves by identifying products nearing the end of their lifespan easier and encouraging customers to purchase them by reducing their price and increasing their visibility.”

“We have had great feedback from our stores and we are excited by the positive impact this new technology will have.”

The collaboration started with a pilot in one store in early 2020, with the complete roll out in all stores finalised earlier this year. 

“The UK is world-leading when it comes to tackling food waste. Whywaste are therefore extra proud to announce our collaboration with Asda, a chain in the forefront of this important work,” says Whywaste’s Co-founder and CTO, Martin Grådal

“For the past two years we’ve had the privilege of working closely together with Asda’s waste and supply chain management with the ambition of implementing our solution across all superstores and supermarkets. Our joint journey of eliminating food waste has just begun.”


To learn more about Whywaste and the EIT FAN Helsinki programme, visit and