Too Good To Go

What Too Good To Go does

Too Good To Go ApS is a Copenhagen-headquartered, privately held social impact company that operates the world's largest marketplace for surplus food. Founded in 2015 and certified as a B Corporation, the company operates a consumer-facing mobile application through which users discover and reserve "Surprise Bags" of unsold food from local stores, cafes, bakeries, and restaurants at 50% or less of standard retail price, with pickup at predetermined times. The company reports over 180,000 active business partners across more than seven countries spanning Europe (Denmark, UK, Germany, Ireland), North America (USA), Oceania (Australia), and Asia (Japan, planned 2026).

The company's product portfolio extends well beyond the consumer marketplace. The "Too Good To Go Platform" is a modular B2B software suite that enables grocery retailers to track, manage, and redistribute surplus inventory end-to-end. The "Look-Smell-Taste" Date Labeling Initiative is a coalition program with leading FMCG brands that places proprietary Best Before guidance on billions of consumer products, targeting household-level food waste. Strategic enterprise partnerships with retailers including Carrefour, Asda, Whole Foods, and JR East/NewDays anchor distribution in each major geography, with the Japan launch (June 2026) representing the most recent market entry.

The business model is dual-stream. The consumer marketplace generates transaction-based commission revenue on each Surprise Bag sold. The B2B Platform is offered to enterprise grocery retailers on a subscription basis for surplus management software. Go-to-market is hybrid: product-led growth drives consumer acquisition through app stores, while a dedicated sales force targets enterprise retailers. Leadership is led by CEO Mette Lykke alongside co-founders Jamie Crummie, Lucie Basch, Stian Olesen, Adam Sigbrand, Brian Christensen, and Thomas Bjorn Momsen. The company has raised at least $31.1M in disclosed venture funding (January 2021) to support international expansion.

Name

Too Good To Go

Legal name

Too Good To Go ApS

Website

https://toogoodtogo.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Too Good To Go operates the world's largest marketplace for surplus food, connecting 180,000+ business partners and millions of consumers across 7+ countries via a mobile app, B2B surplus-management software, and the Look-Smell-Taste FMCG labeling coalition.

Ownership category

akta.pro rank

Product category

Surplus Food Marketplace

NAICS

All Other Specialty Food Retailers (445298), Food and Beverage Retailers (445)

SIC

Retail-Miscellaneous Shopping Goods Stores (5940)

akta.pro primary industry

Grocery & Specialty Food Marketplaces (CRAFABAE)

Keywords

• Surplus food marketplace
• Food waste reduction
• Surplus food management
• Discounted food app
• Food redistribution platform

Headquarters

HQ city

Copenhagen

HQ country

Denmark

HQ region

Europe

Markets served

GTM type

B2B and B2C

Offering type

Digital Commerce or Content

Cost components

Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure

Revenue model

1. Marketplace Commission: Too Good To Go takes a commission on each Surprise Bag transaction completed through the platform. Retailers and food service businesses sell surplus inventory at discounted prices through the app, and TGTG earns a transaction fee for facilitating the connection between businesses and consumers.
2. B2B Platform Subscriptions: Enterprise retailers utilize the Too Good To Go Platform software solution for comprehensive surplus food management, likely through subscription or licensing arrangements.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels4 records

Core offering

Too Good To Go operates the world's largest marketplace for surplus food via a consumer mobile app where users discover and reserve "Surprise Bags" of unsold food from local stores, cafes, and restaurants at discounted prices for in-store pickup. The company also offers a B2B Too Good To Go Platform — modular software for grocery retailers to track, manage, and redistribute surplus inventory — and runs the Look-Smell-Taste Date Labeling Initiative, a coalition program with FMCG brands to print standardized labels on billions of Best Before products.

Product overview

Too Good To Go operates as a multi-product platform centered on food waste reduction. The core offering consists of a consumer mobile app serving as the world's largest surplus food marketplace, where users discover and purchase surprise bags from local participating businesses. Business solutions include the Surprise Bags marketplace feature for food retail and food service operators, the Too Good To Go Platform modular software for grocery retail surplus management, and the Look-Smell-Taste Date Labeling Initiative coalition program targeting FMCG, wholesale, and retail partners. Over 180,000 businesses participate across these offerings.

Differentiator

Problem solved

Functional benefit

Brands

• Surprise Bags: Unsold food sold in surprise bags through the Too Good To Go app for users to collect in-store at a pre-determined time.
• Too Good To Go Platform
• Look-Smell-Taste

Products and services

• Too Good To Go App

Quantifiable outcome

• 99.6% sales rate in Tokyo NewDays trial
• +3 more outcomes

Named customers5 records

Segments5 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• JR East (NewDays)coreChannel Partner/ Reseller/ Distributor · 29 June 2026Too Good To Go partnered with JR East to add approximately 160 NewDays convenience stores in Japan. The expansion follows a successful trial at eight Tokyo locations that achieved 99.6% sales rate and rescued about 4,000 bread items. New stores span Tokyo, Kanagawa, Saitama, and Chiba prefectures, offering discounted surprise bags of unsold baked goods.
• Drexel DiningminorChannel Partner/ Reseller/ Distributor · 5 May 2025Drexel Dining partnered with Too Good To Go to save food and money, allowing students and staff to purchase discounted surplus meals through the app.
• AsdacoreChannel Partner/ Reseller/ Distributor · 30 September 2024Asda extended its food redistribution programme with Too Good To Go rollout, enabling the UK supermarket chain to redirect surplus food to consumers at discounted prices.
• CarrefourcoreStrategic or Co-development PartnerStrategic partnership to expand Too Good To Go across Europe. This represents a flagship partnership with a major European retailer for surplus food redistribution.
• Grand Hyatt BerlinminorGTM or Marketing PartnerGrand Hyatt Berlin participates in the Too Good To Go app to redirect surplus meals to consumers at discounted prices while donating proceeds to local charitable organizations. The hotel achieved Green Globe certification partially through this partnership.
• Whole FoodsminorChannel Partner/ Reseller/ DistributorWhole Foods offers $10 'Surprise Bags' through Too Good To Go, providing discounted packages of surplus food items to price-conscious consumers.
• National Retailers (Produce Waste)minorChannel Partner/ Reseller/ DistributorToo Good To Go is highlighted as a solution for surplus produce mitigation among national retailers adopting new strategies to reduce produce waste.
• Look-Smell-Taste Coalition BrandscoreStrategic or Co-development PartnerToo Good To Go's Date Labeling Initiative coalition includes world's leading FMCG brands. The Look-Smell-Taste label is printed on billions of Best Before products to reduce household food waste.

Scale indicators9 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Olio: UK-based food sharing app connecting neighbors and businesses to redistribute surplus food. Closest direct competitor to Too Good To Go's Surprise Bags marketplace model, especially in the UK.
• Flashfood: North American surplus food marketplace allowing grocery retailers to sell near-expiration food at discounted prices via app. Directly comparable business model with grocery retail partners.
• Karma: Surplus food marketplace focused on restaurants and grocery retailers offering discounted unsold meals. Closely mirrors Too Good To Go's marketplace value proposition and pricing model.
• Winnow Solutions: Enterprise AI-based food waste tracking and analytics platform for kitchens and hospitality. Direct competitor to the Too Good To Go Platform B2B software offering for grocery and foodservice operators.
• Orbisk: Dutch food waste reduction startup using image recognition to track and reduce kitchen waste for hospitality operators. Directly competes with TGTG's B2B platform for surplus food management market share in Europe.

Emerging players

• Misfits Market: Online grocer delivering 'imperfect' and surplus produce directly to consumers via subscription. Adjacent model focused on a subset (produce) of the broader surplus food challenge TGTG addresses.
• Imperfect Foods: Subscription grocer for surplus and 'imperfect' foods with direct-to-consumer delivery. Operates in the same surplus food category but with a logistics-led subscription model rather than TGTG's marketplace pickup approach.

Broad incumbents

• Leanpath: Established US-based food waste tracking and prevention platform for foodservice. A broader incumbent in the enterprise food-waste software category where Too Good To Go Platform also competes.
• DoorDash: Largest third-party food delivery marketplace in the US with broad restaurant and grocery relationships. A broad incumbent that could extend into surplus food redistribution as an adjacent offering.
• Instacart: Largest grocery e-commerce platform in North America with deep retailer relationships (including Whole Foods). Comparable in connecting consumers with grocery inventory and could be an adjacent channel for surplus food redistribution.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xtwitter.com/toogoodtogo
• LinkedInlinkedin.com/company/too-good-to-go

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Funding overview

Funding rounds1 record

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Too Good To Go