UK supermarket Tesco has expanded its yellow sticker signage to 300 stores across the UK.
Signage for its mark-down section in stores was made 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 300 stores and plans are currently being discussed to roll it out even further across the estate.
The mark-down 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.
Tesco Group Quality, Technical and Sustainability director Claire Lorains said: “At Tesco we have no time for food waste and we do everything we can 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.”
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 were 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 has had an immediate effect and 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.”
Tesco has reportedly achieved a 45% reduction in food waste across its own operations since 2016/17, while actively supporting WRAP’s 2023 Food Waste Action Week.
