It is estimated that every year between 30 and 50 per cent of food produced globally for human consumption is wasted.
The East of England Co-op said the initiative has the potential to save at least two metric tonnes from being wasted every year.
Products past their best before date will be sold for 10p. These products are not accepted by charities such as food banks.
The move follows a successful three month trial in 14 of the Co-op’s stores and will be launched with new campaign, ’The Co-op Guide to Dating’.
Roger Grosvenor, joint chief executive, said: “We are committed to reducing waste in our business and The Co-op Guide to Dating is one of many initiatives we have instigated to make the East of England Co-op as efficient as possible, reducing our impact on the environment.”
“During our trial we found our 10p items went within hours of being reduced, sometimes quicker.
“The vast majority of our customers understand they are fine to eat and appreciate the opportunity to make a significant saving on some of their favourite products.
“This is not a money making exercise, but a sensible move to reduce food waste and keep edible food in the food chain.
"By selling perfectly edible food we can save 50,000 plus items every year which would otherwise have gone to waste.”