Customers can now see ‘reduced in price, just as nice’ signage in more stores across the UK after the supermarket giant first introduced the initiative in October 2022.

The mark down areas contain a range of products approaching their expiry dates, including fresh produce such as salads, meat, bread and sweet treats. They also contain end of season as well as discontinued grocery and non-food products too.

It comes after a survey revealed shoppers would pick up more yellow sticker goods if the marked down areas where they were placed would look “nicer”.

At the same time as cutting food costs for shoppers, it also cuts down on food waste, with Tesco looking to expand the signage scheme to further stores.

‘No time for food waste’

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 signage revamp first featured at the Hatfield Extra store last year, and 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.”

Last month the retailer reduced the cost of 500 products, including food items that are most likely to appear in a weekly shop, like fruit, cheese and milk.

As part of its bid to help families during the cost-of-living crisis, Tesco also reintroduced the Kids Eat Free scheme for the summer holidays.

This deal means Clubcard users in 310 Tesco cafes across the UK who spend over 60p will be entitled to claim a free meal for their child.