Tesco has launched the first of its 'buy one, get one free later' promotions in the UK in a bid to reduce food waste.

The move, which was announced last October, will allow consumers to pick up a free product a week later when they buy a selected item from Tesco's fresh range, including pineapple, melon, salad and lettuce.

"Customers really like our buy-one-get-one-free deals but feedback shows smaller households sometimes can't use the free product before its use by date," Lucy Neville-Rolfe, Tesco executive director observed.

"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."

The buy one, get one free later promotion is being introduced on a trial basis. Consumer feedback will determine how it is used in the future, Tesco said.