In a shift that reflects changing consumer habits and growing environmental awareness, more retailers are scrapping ‘best before’ dates from fresh produce packaging.
Supermarkets such as Asda, Tesco, Sainsbury’s, Marks & Spencer, Waitrose, and Co-op have led the charge in the UK, removing these labels from a wide range of fruits and vegetables.
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This trend isn’t just a fleeting response to economic pressures—it’s part of a broader, global movement to reduce food waste and encourage more sustainable shopping habits.
Fighting food waste through smarter labelling
A key reason behind the removal of ‘best before’ dates is their frequent misinterpretation.
Many shoppers mistake these labels for ‘use by’ dates, which are more critical and typically found on perishable items like meat and dairy. While ‘use by’ dates signal when a product may become unsafe to eat, ‘best before’ dates simply indicate when the food is at its optimal quality—not when it becomes inedible.
This confusion contributes significantly to unnecessary food waste in households. According to research by WRAP (the Waste and Resources Action Programme), removing date labels from fresh produce could prevent thousands of tonnes of edible food from being thrown away each year.
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By GlobalDataFresh fruits and vegetables are among the most commonly discarded items, not because they’ve gone off, but because consumers assume they are no longer safe to eat once the printed date has passed.
Retailers are now recognising the power of trust—trust in consumers to make their own decisions based on the look, feel, and smell of produce.
By eliminating arbitrary dates from packaging, supermarkets hope to encourage more intuitive shopping and eating habits, reducing the volume of good food that ends up in the bin.
Helping households navigate the cost of living crisis
As the cost of living continues to rise, consumers are increasingly looking for practical ways to stretch their grocery budgets. Food inflation has driven up prices across all categories, making it more important than ever to avoid waste.
Supermarkets are responding not just by offering discounts and budget ranges, but also by changing how food is presented and labelled.
The removal of ‘best before’ dates fits neatly into this strategy. By extending the perceived life of produce, shoppers are less likely to discard items prematurely, which in turn can help reduce the frequency of grocery trips and the overall cost of weekly shopping.
This change aligns with growing consumer demand for cost-effective, waste-reducing measures in everyday life.
For families and individuals alike, being able to judge the freshness of food without being dictated by a date label fosters confidence and supports more sustainable consumption.
It also encourages a return to common-sense behaviours—such as checking for signs of spoilage before discarding food—many of which were second nature before the rise of pre-packaged goods and modern labelling.
A global shift towards sustainable retail practices
While the UK has become a frontrunner in this movement, the removal of ‘best before’ dates is gaining momentum globally. Retailers around the world are beginning to explore similar policies in response to both consumer demand and the climate imperative to reduce waste.
Industry bodies like WRAP, alongside environmental campaigners, have long advocated for more sensible labelling practices. Their research shows that changes in how food is labelled can lead to meaningful reductions in waste at every stage—from farm to fork.
Retailers are now seeing that what’s good for the environment can also be good for business, reinforcing brand trust and customer loyalty.
In-store signage and marketing campaigns often accompany the removal of date labels, helping to educate shoppers on how to assess food quality using their senses. This educational aspect is vital in ensuring the success of such initiatives.
Supermarkets are not simply removing dates and walking away—they’re investing in consumer awareness, providing tips on how to store food properly and how to spot when produce is no longer safe to eat.
As climate concerns grow and the call for sustainable practices becomes louder, retailers face increasing pressure to demonstrate environmental responsibility. Eliminating unnecessary labelling on fresh produce is a simple, effective step in that direction.
Looking ahead
The removal of ‘best before’ dates on fresh produce is not a marketing gimmick—it’s part of a necessary evolution in how we think about food, waste, and sustainability.
By empowering consumers to use their judgement and reducing confusion over labels, retailers are helping to create a more sustainable food system.
For shoppers, the change may seem minor at first glance. But over time, it could have a substantial impact—not only on household budgets but also on reducing food waste and promoting more conscious eating habits.
As more retailers adopt this approach, both in the UK and abroad, the hope is that these changes will foster a culture of waste reduction that benefits both people and the planet.
