More on 'surplus food'

As a follow-up to the story of the Co-op selling food which is beyond it's 'Best Before' date, there is a video report here about Wefood, a Danish supermarket which specialises in sourcing and selling surplus food; all perfectly usable but either over-produced and not needed or not quite passing quality control requirements. They started with one store in Copenhagen in 2016, and will open their third store next year. Their pricing starts at 50% of the normal retail price, which would easily challenge the discount supermarkets like Aldi and Lidl. Could this be the next supermarket revolution?