Tesco’s cut-price ‘yellow label’ shelf is here to stay

TESCO has made “yellow label” discount food shelves a permanent fixture as more shoppers look to save money.

The chain is also renaming its Reduced to Clear section in its stores to make it more appealing to customers.

The new signs, which will now describe yellow-sticker products as “reduced in price – just as nice”, will be installed in 100 stores by Christmas as part of the section’s “face-lift”, according to the supermarket.

A Yougov survey commissioned by Tesco found that more than two thirds of customers now seek out markdowns and 33 per cent look out for discounted products more frequently.

However, the look of the reduced to clear area was found to have put buyers off – with 29 per cent of respondents saying they would shop for reduced items more often if the section was “more visually appealing”.

It comes as inflation reached 11.1 per cent last month, with food prices rising even faster. This has been fuelled, in particular, by a significant increase in the cost of dairy products such as cheese and milk, as well as pasta, eggs and oils.

Tesco offers fresh produce such as salads, meat, bread and sweets that are close to their expiry date at a discount to get them off the shelves – which the company says helps to reduce food waste. Shoppers can also pick up marked-down end-of-season produce or discontinued grocery items.

Meat products were the most popular items in the reduced to clear section, followed by ready meals, vegetables and then desserts.

Of those who tend to look out for marked-down products when shopping, 71 per cent said it is a cheaper option when they want to eat the food straight away and 51 per cent said they seek out discounted items to stock up their freezer.

The chain has said it will roll out the changes to the reduced section in more stores next year.

Alessandra Bellini, of Tesco, said: “Our reduced in price sections in stores now offer the reassurance that these products are just as nice and are another reminder there is great value to be found on every aisle at Tesco.”