Sheffield shoppers saved more than £70,000 by getting their groceries from a firm that sells food close to its best-by date.
Approvedfood.co.uk, which specialises in 'short-date' and residual stock food and drink, said sales figures for 2016 showed Sheffield customers were becoming increasingly cost-conscious.
The firm said online customers in the city had saved £74,393.21, compared to if they had bought equivalent products from supermarkets.
Last year Approvedfood.co.uk sent 1,345 orders to Sheffield postcodes, and a further 1,034 orders were collected from the company’s warehouse just off the Parkway.
Founder Dan Cluderay said: "That’s more families that are saving money on their weekly shops, and less food that is going to waste because of a misplaced label or a totally meaningless yet looming best-before-date.
“The trend suggests that people are fed up of chasing deals at supermarkets and are looking to benefit from the everyday discounts that they can access at their own convenience regardless of time or day.”