Supermarket chain Tesco has expanded its move to highlight marked-down yellow sticker food items to more stores across the UK.

The signage reads ‘reduced in price, just as nice’ and is designed to help shoppers find food bargains while reducing waste.

Tesco’s new signage is now up in nearly 300 stores, with the retailer planning to expand it to more stores across its portfolio.

The markdown section features salads, meat, bread, sweet treats, end-of-season products and discontinued grocery and non-food items.

Tesco 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.”

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By GlobalData

Tesco introduced the signage in October 2022 following a survey, which showed that shoppers would go for more yellow sticker food items if the area appeared attractive.

The retailer launched the new feature at the Hatfield Extra store in Hertfordshire.

Tesco 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.”

Last month, Tesco reduced the prices of more than 500 household essentials, summer favourites and healthy foods.