'I never pay full price for food and save 50% at the supermarket - here's how'

A smart shopper has found a way to beat the rising cost of living by turning to a section of the supermarket that many often walk straight past. Eleanor Rose consistently manages to cut her food bills by up to 50% through careful planning and a bit of good fortune.

The 22-year-old shared with money-saving community LatestDeals.co.uk that her fiancé introduced her to the 'art' of discount sticker shopping in supermarkets. She's now "addicted to yellow-stickered food".

She said: "I try to always get yellow stickers that are around 50% off or more. If it's only a few tens of pence off it's not really worth the trouble, so I always aim to save half the price of any given shop.

"I pass Sainsbury's on my way home from work every day, so it's convenient for me to pop in and find meat, fish, bread, fruits, vegetables and pre-packaged foods that are yellow-stickered."

Her go-to shops are the Sainsbury's and M&S branches near her London flat, reports the Express. She said they're "within a few hundred yards of each other", making it quick and easy to check their discount sections.

She added: "I take what I like the look of although I leave plenty for other people as greedy shoppers aren't looked upon kindly within the yellow sticker community."

As a seasoned shopper who prefers dining on items that have been yellow stickered, Eleanor has developed a system that enables her to secure the best deals. Sharing her tips to others wanting to source the best deals, it all appears to be about the timing.

She said: "I generally find the best yellow-stickered food in the evenings - not too late or the best bargains will be gone, but not too early or they will be marked down only a little - and on Sunday afternoons."

Supermarkets wanting to