The Little Yellow Label Company

The Little Yellow Label Company, high-end short dated food

The Little Yellow Label Company is an online shop based in the United Kingdom dedicated to selling high-end food and consumer products that are nearing or have passed their best before date. The company states that its goal is to reduce the price of its items by at least 50% off the recommended retail price (RRP), offering more affordable alternatives for both everyday staples and luxury items.

The catalogue is organised into categories such as general food, gluten-free, vegan, drinks, children's products, sweets, nutrition, bath and body, beauty, pets and household, as well as a clearance section. The company says it seeks out luxury items and food specialities that would otherwise be prohibitively expensive, and pays attention to gluten-free, vegan, organic, keto and diabetic products.

Two business principles: less waste and savings

The company states that it has built its business on two principles. The first is reducing food waste in the UK by keeping food out of landfill, as it believes retailers and manufacturers tend to discard products simply because they are near their best before date. The second is saving customers money by selling most of its products at 50% or less of their original price.

The company points out that it does not sell any product with a use by date, but rather processed and dried foods, such as jarred preserves and snacks, produced in controlled environments and with an advisory best before date. It explains that after that date the product may lose some flavour or colour but remains safe to eat, and that products can far outlast that date, in the case of tinned food by years, with no real bacterial risk.

Satisfaction guarantee and stock selection

According to its presentation, the company checks all stock so that customers can buy with confidence and offers a no-quibble money-back guarantee: if the buyer is not satisfied, the item is replaced or refunded. The company warns that it does not know in advance which product lines it will receive or how long they will be available, as limited-date batches appear temporarily and may not be seen again, so it encourages customers to reserve items of interest quickly.

Shipping, collections and presence at car boot sales

Orders placed online are sent by post or can be collected at the Winchester Car Boot Sale, which the company attends fortnightly on Sundays, where they can also be paid for. The site stated that orders are dispatched quickly and usually arrive within three to five days, and that the company reuses packaging materials to ship its items whenever possible. It also notes that it works with local companies to reduce food waste.

Pricing and labelling context

The company frames its offering in the context of the rising cost of living, providing cheaper alternatives to save on everyday and luxury consumer products. Its website also includes an informative explanation of food labelling, distinguishing between the use by date, the best before date and display by and sell by indications, which it describes as instructions aimed at retailers for stock rotation rather than at consumers.

Location and contact

Hours: Fortnightly on Sunday, during the summer months