A move by Tesco to help customers find marked-down yellow sticker food items more easily has proved so popular that it has been expanded to 300 stores across the UK.
For the revamp, the supermarket made bold new signage for its markdown section in stores to help shoppers find food bargains and, at the same time, cut down on waste.
The new signage, which states, ‘reduced in price, just as nice’, is now up in just under 300 stores, and plans are being discussed to roll it out further across the estate.
The markdown areas feature a wide range of products from fresh produce such as salads, meat, bread and sweet treats which are close to their expiry date - perfect for tonight’s supper or for popping in the freezer for another day to end of the season as well as discontinued grocery and non-food products too.
Tesco Group Quality, Technical and Sustainability Director Claire Lorains said that at Tesco, there was no time for food waste, and the supermarket does everything in its power to reduce it.
“Our customers are always on the lookout for great value food, and our rebranded ‘reduced in price, just as nice’ signage makes it easier than ever to spot a short-dated and top-quality bargain,” said Lorains.
The initial move last October was made after a survey revealed that shoppers would pick up more yellow sticker food items if the marked-down area where they are placed would look nicer.
Tesco’s Hatfield Extra store in Hertfordshire was the first to feature the revamp last October.
Hatfield store manager Ravi Aloysius said the new signage had an immediate effect.
"We are seeing more people wishing to buy from our reductions area, particularly on fresh food, meaning there are far fewer items left at the end of an evening,” said Aloysius.
