’Reduced in price - just as nice’ hopes to tempt people to buy salads and other groceries close to their expiry date

Tesco has introduced new signage to flag up reduced-price groceries - including fresh produce - that are close to going out of date.

In a revamp of its ‘Reduced to Clear’ section, the new signage lets customers know the items are ‘Reduced in price – just as nice’ and Tesco hopes it will tempt the 29 per cent of people polled in a survey who said they would shop reduced items more often if the section was made more visually appealing.

Reduced to Clear sections feature a wide range of products from fresh produce such as salads, meat, bread and sweet treats which are close to their expiry date. The supermarket says they are perfect for that evening’s supper or for putting in the freezer for another day.

Tesco chief customer officer Alessandra Bellini said: “We want customers to spend less at Tesco, and our ‘Reduced in Price’ sections in stores now offer the reassurance that these products are just as nice and are another reminder there’s great value to be found on every aisle at Tesco.

“We’ve locked the price of more than a thousand everyday staples until 2023 through our Low Everyday Prices, and we continue to price match on 100s of products in Aldi.

“We’re also helping millions of customers spend less through their Tesco Clubcard, with Clubcard Prices giving up to 50 per cent off thousands of products and helping customers collect points for money off their shopping.”

The move comes as a new YouGov survey commissioned by Tesco revealed that 69 per cent of shoppers now look out for mark downs in store. It also found that meat products prove most popular in the Reduced to Clear section, followed by ready meals, vegetables and then desserts.