Loblaw has discarded its plan to end its 50 per cent discounts on foods approaching their best-before date.

According to multiple reports, Canada’s largest grocer says after listening to feedback from customers and colleagues, it’s returning to its previous discounting practice.

Earlier this week, the company was widely criticized when it revealed it would instead start putting 30 per cent off stickers on perishable groceries for clearance.

At a time of skyrocketing inflation, many shoppers rely on those half price items to feed themselves and their families.

The change  to 30 per cent stickers had not yet been implemented at Loblaw stores in the Atlantic provinces, according to the company. Elsewhere in the country, the half-off stickers are expected to return in the next few weeks.