Too Good To Go takes another step and covers new sectors. The application that was born with the aim of preventing food waste, now also includes beauty and personal care products. The application, which operates in about twenty countries, has explained that it is also opening up to other sectors such as home care, pet food, nutrition, and supplements.
Mette Lykke, CEO of Too Good To Go, explained the reason for this decision: "In today's society, we have created incredibly efficient processes to produce and sell things at scale, generating abundance, but we have not built the same efficiency to ensure that what is left over is used. As our lives have become more comfortable, we have become less aware of the value of these things. Before, we would finish what was on our plate, look for a use for what we had, and instinctively pause before throwing something away. Too Good To Go is based on making the invisible visible. Value exists all around us. Whether it's a meal, a moisturizer, a plant, or a pet product, our role is to help it find someone who can use it. Simply put, some products are too good to throw away."
Too Good To Go has already proven the potential beyond food through selected partnerships in flowers and plants and, more recently, in pet care and food. The company is gathering these learnings and deliberately expanding the application into these five new areas. "Many establishments we work with are increasingly presenting us with challenges with surpluses that go beyond food and ask if we can help them. There are surpluses in every aisle. We see a clear opportunity to apply what we know more broadly and help them recover value in more areas of their business," added Lykke.
Currently, Too Good To Go is deploying partnerships and deepening its offering across Europe, with the most recent areas gaining traction in multiple markets and increasing the variety of surplus items available locally.
Consumers will be able to find products from Nivea, Neutrogena, Dove, Oral-B, Always, and Head & Shoulders in France; personal care offers from Too Good To Go partners Inglot and Auchan in Poland; or nutrition products from Decathlon in Italy and Portugal. Flowers and plants are available through partners such as Interflora in Denmark and Sweden, Whole Foods Market in the United States and Canada, OBI in Austria, Germany, Italy, and Switzerland, and Hagebau in Austria and Germany.
Water accounts for more than two-thirds of cosmetic formulations on average. Emissions associated with global dry pet food production are comparable to those of the world's sixtieth largest emitting country. For flowers, post-harvest losses can reach up to 40%. Products and supply chains differ, but a product does not lose its value simply because its usual sales channel disappears.
Consumers are increasingly aware of value in their daily decisions. Ipsos' September 2026 What Worries the World study reflects the continuous economic pressure behind that shift, with inflation cited by 29% across 30 countries, placing it among the second most cited global concerns overall. Making useful surplus products available at more affordable prices helps people stretch their budgets while reducing waste, thus generating a positive impact for both their wallets and the planet.