A new feature in the Olio app allows shoppers to monitor real-time yellow-sticker discounts at their nearest Iceland supermarket. The tool promises to help households save up to £50 a week while also reducing food waste.
The integration with Iceland comes as part of Olio’s mission to connect users with reduced-price items and even free goods from neighbours or local businesses. Updated every five minutes, the feature gives users an immediate snapshot of what is available in nearby stores, making it easier to plan cost-effective shopping trips.
Live Discount Tracking Reshapes Grocery Shopping
Olio’s new live-tracking tool enables users to see reduced-to-clear products at roughly 300 participating Iceland stores across the UK, according to the company. By opening the app and navigating to the Reduced Food section, shoppers can view the latest markdowns as they happen. The platform also includes filters to refine results by store or category, ensuring a tailored experience for users looking for specific bargains.
Items marked down with yellow stickers – or in some stores, red or orange – are typically discounted because they are close to their sell-by date or have minor packaging damage. While the app provides real-time information, it does not allow reservations, meaning users must still visit the store to secure their purchases. When a product is sold out, it is immediately flagged as unavailable.
Olio also offers a notification system to alert users when new discounted items are listed, allowing them to respond quickly before stock runs out. According to Olio, participating stores can vary, making regular checks on the app advisable for the best results.
Expanding Access to Free Goods Through Community Sharing
Beyond tracking discounts, Olio gives users access to free items shared by nearby residents or local businesses. These can include food, furniture, cleaning products, clothes and even beauty products, all aimed at reducing waste while helping households save money.
Leah Clark Harris, an Olio user, shared her experience in the Facebook group Extreme Couponing and Bargains UK, showing a haul worth £26 obtained entirely free through the app. “Freebies from Olio. £26 worth. Best before dates. All going to be prepped and frozen,” she said, highlighting how the app helps divert food from landfill while lowering grocery costs.
Yellow-sticker shopping remains a significant source of savings across multiple retailers. According to supermarket data, Aldi, Asda, Lidl, Marks and Spencer, Morrisons, Sainsbury’s and Tesco all apply markdowns at different times, from early morning reductions to late-night clearances. This means combining Olio’s tracking tool with in-store knowledge could further maximise savings for budget-conscious shoppers.
