Tesco is to trial a new design for its fresh food aisles in a bid to improve the shopping experience for customers.

The change will consist of new signage displaying ‘The Fresh market’ and lower-level displays at aisles including fruit and vegetables, The Grocer reported.

New fish and deli areas will be seen in some of its larger supermarket stores, while updated point of sale will appear on its meat and poultry aisles.

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This comes following the supermarket’s decision to scrap its fresh food counters in 2019, having closed the remaining 279 in January of this year.

It said at the time that the counters were being removed as a result “low demand” as it experienced changing customer habits amid the cost-of-living crisis.

“We’re delighted to begin trialling new fish and deli areas in some our large stores, as well as introducing updated point of sale for meat and poultry aisle,” Tesco category director for meat, fish and poultry, Richard Wood told The Grocer.

“These areas will showcase new and improved products and offer customers a wide range of great value and great quality options for all occasions.”

Morrisons offers a similar layout across its Market Steet proposition, which offers fresh meat, fish and bakery items in store.