IT’S the supermarket section you can guarantee will always have shoppers crowded around it. And if you regularly nab reduced items, you might wonder just why the stickers on them are yellow &… ...

Until now, supermarkets have stayed tight-lipped about why the reduced-price stickers are always bright yellow. But experts at digital marketing firm Add People say the choice is far from random ...

Yellow sticker items are typically spotted towards the end of the day, as supermarkets make a final effort to sell products before they expire or are due to be taken off the shelves for good ...

And with Tesco recently announcing their "Free after 9.30pm" yellow sticker, the popularity of the cut-price products is likely to increase even more.