Although retailers have tried to portray the policy change as an environmentally conscious move, the change comes against a darker backdrop in the UK with inflation unabated.
British supermarkets are phasing out expiry dates on a number of perishable items in favor of better judgment by shoppers. And while retailers claim this move will save customers money and reduce waste, marks a new twist in consumers’ grim battle against runaway inflation.
Asda, Co-Op, Morrisons, Waitrose, Tesco Plc and Marks & Spencer Group Plc have announced the total or partial suppression of their traditional expiration dates and best before dates on certain products, in some cases using scannable codes that staff of the store can control to dispose of expired items.
Morrisons started the trend removing flags from 90% of its own-brand milk, and encouraging shoppers to use a “sniff test” instead. Retailer Asda is the latest to make the switch, removing expiration dates on nearly 250 of its fresh fruit and vegetable products beginning September 1.
The Waitrose supermarket chain also will eliminate the best before date of almost 500 fresh products, including tubers, fruits and houseplants, starting in Septemberwhile its rival M&S will eliminate more than 300 lines of fruits and vegetables in its stores.
All supermarkets committed to reduce food waste along with their announcements of labeling policy changeswith Co-Op, which eliminated expiration dates on private-label yogurt, citing waste as the main driver.
However, while retailers have tried to portray the policy change as an environmentally conscious move, the change comes against a darker backdrop in the UK, where the media has begun to suggest that Britons with inflation problems should consider eating expired food.
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