Aim: Help reduce food waste in the UK by creating a circular and considered approach to surplus food.

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Insight: When people shop hungry they buy food that they won’t use because they are driven by hunger. This extra food bought on impulse is often left to go to waste. 

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Idea: Too good to go will intervene in the process of shopping hungry by creating a food truck stationed outside supermarkets which gives out free food to the customers that are about to go shopping. 

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This has a double benefit as the food truck will be giving away meals created from the surplus food that wasn’t sold by the supermarket that is still safe to eat.