Motatos, a new supermarket chain that will reportedly rival Aldi and Lidl for prices, is set to open in the UK this June.
Known as Matsmart across the continent, the Stockholm-headquartered retailer promises cheap prices by offering surplus food from wholesalers.
Items on the shelves will include those "that would otherwise risk being thrown away", as it says on its website, such as those no longer being sold due to changes in packaging, overproduction, seasonal changes, or iffy best before dates.
"We only sell sustainable stuff," as the Matsmart website says.
Partnerships have already been established with several distributors, including Wholegood and Pricecheck, ahead of a UK launch this summer, according to reports in trade news titles.
Originally opening in Sweden, it now operates stores in Denmark, Finland and Germany.
“UK shoppers are incredibly passionate about sustainability but they need easy and cost-effective ways to make sustainable choices that often come with a hefty price tag”, said UK country manager Christabel Biella to The Grocer.
“That is why I’m so excited to join Motatos, especially at this point in its development following incredible success in other European markets.”