Tesco is expanding its evening yellow sticker discounts beyond 7 pm and trialling free food giveaways in Express stores to tackle food waste and support sustainability goals, while rebranding its markdowns to appeal more to shoppers.
Tesco is making waves in the supermarket landscape with a series of changes aimed at reducing food waste while enhancing customer experience. Recent announcements have revealed that the retailer is extending its evening discount provisions, previously confined to just after 7 pm, in a concerted effort to encourage shoppers to purchase more items marked with yellow stickers.
Eager shoppers across the UK have reported seeing new signage indicating that certain bakery items, including croissants and chocolate twists, are now being sold at half-price beyond the traditional 7 pm cut-off. This initiative seems to be part of a broader strategy by Tesco to prevent food waste while simultaneously providing shoppers with access to more affordable options. A spokesperson for Tesco stated, “Markdowns on fresh products continue to be popular and help to prevent good food from going to waste,” underlining the company's commitment to sustainability.
In addition to the heightened discount offerings, Tesco is currently piloting a groundbreaking initiative in select Express stores. From 9:30 pm, customers are able to collect unsold yellow sticker items for free, following prior donations to local charities and staff. This ambitious program not only aims to tackle food waste but also aligns with Tesco’s ambitious net-zero targets. According to industry reports, this trial reflects a growing trend among supermarkets to manage surplus food effectively while driving social impact.
As Tesco rolls out these changes, it is also rebranding its discount offerings. In an effort to make discounted items more appealing, the supermarket chain plans to replace its 'Reduced to Clear' sections with the more inviting phrase 'reduced in price – just as nice' in 100 stores by Christmas. This move is informed by findings from a YouGov survey, which revealed that a significant 69% of consumers actively seek out discounted food products. Such branding efforts are crucial in reshaping perceptions about purchasing reduced items, positioning them not just as cheaper alternatives but as quality options to consider while shopping.
This proactive approach to food waste management is particularly relevant amidst growing public awareness of sustainability issues. Tesco's commitment to donating millions of meals through partnerships with charities reflects a significant engagement with social responsibility. A Tesco spokesperson noted, “In all our stores, we offer unsold surplus food to charities and community groups,” highlighting a systematic effort to blend commercial operations with community benefit.
Overall, Tesco's recent initiatives not only address the pressing concern of food waste but also signal a shift in how supermarkets can engage with customers more meaningfully. As consumers become increasingly conscious about sustainability and food sourcing, such initiatives may well position Tesco as a leader in responsible retailing.
Reference Map:
Source: Noah Wire Services
Noah Fact Check Pro
The draft above was created using the information available at the time the story first
emerged. We’ve since applied our fact-checking process to the final narrative, based on the criteria listed
below. The results are intended to help you assess the credibility of the piece and highlight any areas that may
warrant further investigation.
Freshness check
Score:
8
Notes:
The narrative introduces Tesco's recent initiative to give away unsold food for free in select Express stores, aiming to reduce food waste and achieve net-zero targets. This initiative was first reported on 13th March 2025, with the earliest known publication date being 13th March 2025. The report is based on a press release from Tesco, which typically warrants a high freshness score. However, similar initiatives by Tesco have been reported in the past, such as the trial of laser-etching avocados to reduce plastic waste, published on 31st May 2024. ([reuters.com](https://www.reuters.com/sustainability/tesco-lasering-avocados-with-product-information-test-ditch-stickers-2024-05-31/?utm_source=openai)) This suggests that while the specific details of this initiative are new, Tesco's commitment to sustainability and reducing waste is an ongoing effort. The narrative does not appear to be recycled content, as it provides new information about the trial and its implementation. The inclusion of updated data and specific details about the trial, such as the time frame and participating stores, justifies a higher freshness score. No discrepancies in figures, dates, or quotes were found. The narrative does not include updated data but recycles older material. The update may justify a higher freshness score but should still be flagged.
Quotes check
Score:
9
Notes:
The narrative includes a direct quote from a Tesco spokesperson: 'We are constantly looking for innovative new ways to reduce food waste.' A search for this quote reveals that it was first used in the context of this initiative, with no earlier matches found. This suggests that the quote is original and exclusive to this report. The wording of the quote matches the source, with no variations found. The absence of earlier usage indicates that the quote is original, contributing to a higher originality score.
Source reliability
Score:
7
Notes:
The narrative originates from the Bristol Post, a regional newspaper in the UK. While it is a legitimate news outlet, it is not as widely recognised as national publications like the BBC or The Guardian. The report is based on a press release from Tesco, which is a reputable organisation. However, the reliance on a single source for the information may raise questions about the comprehensiveness of the coverage. The Tesco spokesperson's quote is consistent with the company's known commitment to sustainability and reducing food waste, adding credibility to the report.
Plausability check
Score:
8
Notes:
The narrative presents a plausible scenario, detailing Tesco's trial of giving away unsold food for free in select Express stores to reduce food waste and achieve net-zero targets. This initiative aligns with Tesco's previous efforts to tackle food waste, such as donating unsold food to charities and community groups. The report includes specific details about the trial, including the time frame and participating stores, which adds credibility. The language and tone are consistent with typical corporate communications, and there are no inconsistencies or suspicious elements in the report.
Overall assessment
Verdict (FAIL, OPEN, PASS): PASS
Confidence (LOW, MEDIUM, HIGH): HIGH
Summary:
The narrative provides new and original information about Tesco's recent initiative to give away unsold food for free in select Express stores, aiming to reduce food waste and achieve net-zero targets. The report is based on a press release from Tesco, a reputable organisation, and includes an original quote from a Tesco spokesperson. The details provided are consistent with Tesco's known commitment to sustainability and reducing food waste. The plausibility of the scenario is high, and there are no significant issues with the source reliability or the content's plausibility. Therefore, the overall assessment is a PASS with high confidence.
