Co-op has launched a new Too Good To Waste initiative across its in-store bakery range, offering its Members 50% off loose bakery items after 6 pm every day.

The nationwide rollout aims to cut food waste while giving shoppers a discount applying to all unpackaged bakery goods, including all butter croissants, cinnamon swirls, baguettes and bread rolls.

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“As a convenience retailer, we know that we’re there for those little shops at the end of the day, and our new Too Good To Waste initiative is a simple way to help our members save while also reducing food waste – so everyone can enjoy delicious bakery treats and do their bit for the planet,” said Co-op buyer Charlotte Waring.

“Whether it’s a croissant, cinnamon swirl, or a classic bread roll, there’s something for everyone to love at half price.”

In the past, fellow retailers has launched similar schemes through partnership with surplus food organisation ‘Too Good to Go’.