Major Japanese convenience store chain Lawson has started selling at a discount food items that it had been discarding before their expiration dates. The move is an attempt to reduce food waste.

Lawson began the trial program at a store in Minato Ward, Tokyo, on Tuesday, in cooperation with a company that sells fresh produce through a smartphone app. The trial covers 10 dessert items.

Lawson has been discarding food items at midnight before their expiration dates. The company now plans to sell these items at discounts of over 40 percent.

In the trial, store staff will register the items on an app. Customers who place orders for the items by 11 a.m. on that day can pick them up at the store.

Convenience store chains discard food items that have passed the sell-by dates set according to their own standards.

Lawson is the first chain to try selling items that have passed their sell-by dates. The company plans to continue the trial until the end of January.

A Lawson official said the company hopes to work with customers to reduce food waste.