Tesco has launched the first of its new “Buy One, Get One Free Later” deals this week.
The UK’s number-one supermarket began this week by trialling the deal on pineapples and melons, with salad and lettuce set to follow next week.
Customers will be given a voucher at the till and will be able to redeem their free item any time in the following seven days.
Tesco chief executive Sir Terry Leahy announced the move in October 2009 at a conference of the Sustainable Consumption Institute but was beaten off the line by rival Sainsbury’s, which introduced a similar “Buy Now- Free Next Time” measure in November.
At the end of the Tesco trial, customer feedback will determine how the offer is used in the future.
A Tesco spokesperson told freshinfo: “It remains a trial for now but everything around it has been very positive. Customers will be given a receipt, much like when they receive a Clubcard bonus.
“We will look very carefully at which items we offer deals on and how popular they are with customers in deciding how often and which products we use the promotion on.”
Lucy Neville-Rolfe, Tesco executive director, said: “Customers really like our BOGOF deals but feedback shows smaller households sometimes can't use the free product before its use-by date. Now we're giving customers the flexibility to take advantage of the great value offer by claiming their free product the following week instead.
“As well as giving our customers a flexible new offer, we're helping them to cut food waste. Together we have already made great progress on reducing packaging waste, encouraging reuse carrier of bags and recycling. Last year, Tesco pledged not to send any waste to landfill and customers tell us they want to do their bit too."
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