Asda is removing the best before dates on nearly 250 of its fresh fruit and vegetable products to help its customers reduce waste.

From next month, the supermarket retailer will ditch the dates from a range of products including citrus fruits, potatoes, cauliflowers, and carrots, across all of its UK stores.

The average family in the UK throws away £60 worth of food and drink a month, according to research from climate action group WRAP.

The retailer said that the dates will be replaced with a new code which will be used by store employees to make sure the “highest quality and freshness is maintained”.

The company will also introduce additional guidance online on packaging to help customers understand how to best store and prepare fresh food.

“Reducing food waste in our business and in customers’ homes is a priority and we are always looking at different ways to achieve this,” said Andy Cockshaw, head of technical at Asda IPL. “We know for customers this has become more important than ever in the current climate as many families are struggling with the cost-of-living crisis and are looking to make savings wherever they can.”

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