Kroger and Flashfood expand partnership to reduce food waste
Kroger expanded its Flashfood partnership to 100+ Mid-Atlantic stores, selling discounted near-expiration groceries through a mobile app. The program launched after a successful 16-store pilot in Richmond, Virginia last summer.
This signals major grocers are building direct-to-consumer discount channels that could pressure CPG brands on pricing and inventory management. Brands selling perishables should monitor if their products appear in these discount channels and adjust forecasting to reduce overstock.
Major grocers are building alternative revenue streams from surplus inventory, potentially creating new competitive dynamics for brands managing retail relationships and pricing strategies.
Check your brand's products in Flashfood app if selling perishables to Kroger -- contact your buyer if items appear frequently to discuss demand planning.
Review inventory turnover rates for fresh/perishable SKUs at major grocers to identify potential discount channel risks.
Bottom Line
Kroger's discount food app expansion signals new pricing pressure for CPG brands.
Source Lens
Analyst Intelligence
Research or editorial analysis that adds market context beyond the official announcement.
Impact Level
low
Kroger's discount food app expansion signals new pricing pressure for CPG brands.
Key Stat / Trigger
100+ stores in Kroger's Mid-Atlantic Division
Focus on the operational implication, not just the headline.
Full Coverage
Kroger is getting into the flash-food business, expanding its partnership with surplus grocery app Flashfood. The companies are expanding their partnership to all 100-plus stores in Kroger’s Mid-Atlantic Division, bringing discount past-their-peak fresh groceries to customers in Virginia, West Virginia, Ohio and Kentucky.
The program underwent a pilot launch in 16 stores in the Richmond, Virginia, area last summer. Leaders from both Kroger and Flashflood lauded the partnership. “From the start, our Richmond customers have embraced Flashfood,” said Kate Mora, president of Kroger Mid-Atlantic.
“The expansion throughout our Mid-Atlantic division is a natural next step,” Mora noted in a press release. She added that the expanded partnership will ensure less salvageable food ends up in landfills. Flashfood’s CEO also praised the program.
“In a short amount of time, the impact Kroger and Flashfood have been able to accomplish for their local communities — improving access to affordable, healthy food — is something I’m incredibly proud of,” said Jordan Schenck, CEO of Flashfood.
“Together, we’re building a modern, data-driven shrink management system that supports Kroger’s waste reduction goals while helping more families access the food they need.” Kroger ranks No. 6 in Digital Commerce 360’s Top 2000 Database. The database ranks North America’s largest online retailers by their annual ecommerce sales. Furthermore, Kroger is No.
1 in the database’s Food & Beverage category, though it competes with Mass Merchants — Walmart and Target — that rank higher in the Top 2000 for online grocery sales. Charts & Data Kroger notches 15th straight quarter of digital sales growth in Q4 2025 Abbas Haleem | Mar 6, 2026
Original Source
This briefing is based on reporting from Digital Commerce 360. Use the original post for full primary-source context.
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