#Japan #Tokyo #Food Waste #NewDays #Too Good To Go

Too Good To Go and NewDays Join Forces to Combat Food Waste in Tokyo

Too Good To Go, the world’s leading food waste reduction app hailing from Scandinavia, is making significant strides in Japan. The Japanese branch, Too Good To Go Japan, is collaborating with JR East Cross Station’s retail company, NewDays, to broaden its services across 73 NewDays locations throughout Tokyo starting on May 11, 2026. This expansion is not only a testament to the app's rising popularity but also highlights a shared commitment to sustainability and decreasing food waste.

The Impact of Food Waste

A recent study determined that Too Good To Go boasts the most users among food waste reduction apps globally—a testament to its extensive reach and growing influence. The initiative in Tokyo is part of a broader mission to address food waste, which continues to be a pressing issue globally. The collaboration began with a pilot program in January 2026, where eight NewDays stores tested the app.

During this trial, a staggering 99.6% of the available surprise bags—566 bags—were sold, effectively saving approximately 4,000 pastries from ending up as waste. This successful pilot demonstrates both the demand for such services and the potential for wider community engagement in sustainability practices.

A New Approach to Engaging Customers

A significant 54% of those surveyed mentioned that they had never previously shopped at NewDays, showcasing how Too Good To Go is attracting new customers to the NewDays brand. Furthermore, an impressive 98% of users expressed a desire to shop again, indicating that this partnership not only benefits the environment but also enhances business prospects. By connecting with previously disengaged customers, NewDays is on a path to foster a loyal customer base through engaging sustainability practices.

"The rapid engagement we've seen with customers reflects a strong desire to participate in reducing food waste," says Toru Takahashi, head of JR East’s retail arm. He adds, "Our cooperation with Too Good To Go portrays how convenience can meet conscious consumerism and illustrates a fun way for people to contribute to a sustainable future while making economical choices."

The 'Surprise Bag' Experience

Users of the app can purchase a 'surprise bag' packed with various breads, which are available at nearly half of their regular price of 500 yen (including tax). This model not only offers an exciting element of surprise but also provides consumers with a meaningful opportunity to contribute to the fight against food waste. The contents of these bags might change based on daily stock, adding to the excitement of regular users.

Future Prospects and Opportunities

Following the promising outcomes of the initial phase, Too Good To Go Japan is excited to further integrate their services into Tokyo's retail landscape with NewDays. Alongside this expansion, plans are in place for increasing their presence nationally.

*Yoshihiro O, CEO of Too Good To Go Japan, expresses his enthusiasm for the strengthened partnership, stating that it bridges the gap between delicious food and environmentally conscious consumption. "Our mutual efforts over the past three months have meant that edible food is reaching users who genuinely wish to enjoy it instead of it being wasted."

This sentiment resonates with the ethos of Too Good To Go, which is driven by the mission to empower everyone to take part in reducing food waste, thereby facilitating a community of conscious consumers. The partnership with NewDays serves as a prime example of how business efforts can efficiently intersect with societal needs—creating a win-win situation for retailers, consumers, and the planet.

Conclusion

With a significant focus on food waste reduction, Too Good To Go is not just a helpful app; it's a movement towards a sustainable future where everyone can play a part. This collaboration with NewDays is just one of the many steps they plan to take in advancing their vision of a world where food waste is a relic of the past.

For more information, visit Too Good To Go and NewDays.