Labelling lone fruit as 'sad' helps cut food waste - study

If seeing a lone banana on a supermarket shelf leaves you feeling blue, you are not alone.

- Raphael Boyd

Researchers have found that labelling unsold loose fruit as "sad singles" tugs on shoppers' heartstrings and increases the likelihood they will be sold.

A study showed that customers are more likely to pick up an individual banana, often left as a result of people tearing others from a bunch, if there is an appeal to empathy.

Academics from the University of Bath placed a sign in front of some orphaned berries in a fruit aisle. It showed a banana wearing a frown, and the message: "We are sad singles and want to be bought as well."