Tesco rebrands ‘reduced to clear’ aisle

As rising food bills push inflation to the 41-year high, the supermarket giant is overhauling its yellow sticker bay’s to make discount food more visible to customers.

The “reduced in price – just as nice” rebranded bay will be in 100 stores by Christmas, and later extended  to more stores throughout next year.

The move comes as a recent YouGov survey, commissioned by the grocer found 69% of customers are actively looking for discounted items. Some 33% revealed they are searching for discounted items more regularly.

According to the grocer, meat was the most popular item in its reduced-to-clear sections, followed by ready meals, vegetables and desserts.

The news comes as Tesco launched its 2022 Christmas campaign promising to deliver an ‘affordable, joyful’ festive season for all. The new festive campaign from the UK’s largest supermarket recognises that that “joy may be in short supply at the moment” and aims to help shoppers “celebrate in style”, regardless of their budget.

Grocery Gazette