Initiative, which includes fresh produce, has been expanded to 300 stores

Tesco has expanded its scheme to sell more marked-down food, including fruit and veg, to hundreds of stores.

The initiative makes it easier for shoppers to find marked-down yellow sticker food items, with the supermarket making bold new signage for its mark-down section in stores.

The new signage, which states ‘reduced in price, just as nice’, is now up in just under 300 stores and plans are currently being discussed to roll it out further across the estate.

Mark-down areas feature a wide range of products from fresh items such as salads, meat, bread and sweet treats that are close to their expiry date, to end-of-season and discontinued grocery and non-food products.

Tesco said the initiative, which was aimed at helping shoppers find food bargains while also cutting down on waste, has been hugely popular. 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 looked nicer.

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.”