The Co-Op to Sell All Out of Date Food For Just 10p

• Food past it’s "best before" date will be on offer for 10p
• Trial period in 125 shops in East England
• ‘Move to reduce food waste’

The East of England Co-op will sell food that is past its’ "best before" date for only 10p, in a bid to cut down on food waste.

The plan is being introduced in 125 shops today, as the brand tries to cut down on it’s impact on the environment.

Tinned goods and dried food that have "best before" dates, not "use by" dates, will be available in the scheme.

Roger Grosvenor, joint chief executive of East of England Co-op, said, “This is not a money-making exercise, but a sensible move to reduce food waste and keep edible food in the food chain.

“By selling perfectly edible food we can save 50,000 plus items every year that would otherwise have gone to waste.

“The vast majority of customers understand that the food is safe to eat.”

Co-Op food deals are already popular with bargain hunters, especially their frozen £10 meal deals. With reduced-to-clear yellow sticks already sought after by savvy families, this move is surely to please more.

According to the Food Standards Agency, the "best before" date is about quality rather than safety, so the food that is part of the scheme will be safe to eat but may be past it’s prime.

The Agency estimated that the UK throws away 7 million tonnes of food every year, the majority of which is safe to be eaten.

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