Holland & Barrett trials selling products past best before end date

holland & barrett trial
holland & barrett trial

In a new initiative, Holland & Barret (H&B) is to trial selling products past their best before end date in an attempt to achieve its zero waste to landfill goal and reduce its carbon footprint by 30% by 2025.

The retailer says that the concept is being trialled in 25 stores in the Devon and Cornwall region following customer demand.

Suitable products from all categories – except for VMS, chilled and frozen food, milk products and protein shakes and powders – will be included in the trial period and will be given a dedicated space in store, offered at a discounted price.

If the trial is successful, H&B says it will look at rolling the initiative out nationwide, potentially saving thousands of tonnes of waste being sent to landfill annually.

“It is estimated that the UK generates 41.1 million tonnes of commercial and industrial waste each year, with landfill being the second most used waste treatment in the UK,” comments Hilary Leam, H&B group innovation director.

“In recent years we have seen an increasing demand from our customers who wish to buy products that have past their best before end date, but best before end dates can confuse many shoppers and encourage needless waste. These labels are only a quality indication, which tells the customer that the product may no longer be at its ‘best’, but is still safe to be sold and consumed after this date.

“We hope that this initiative will help our customers save money where they can, whilst also helping us to reduce our waste.”