Tesco chairman John Allan has advised people to keep their bread in the fridge in a bid to save money and reduce food waste.
Mr Allan told the BBC that best before dates are "over-conservative" and that refrigerated bread can last well past its sell-by date if kept in the fridge.
The message follows news that the price of 30,000 daily grocery items is up 1.7% year-on-year in Ireland.
The Tesco boss believes the increased costs of essentials will result in a reappraisal of best by dates on a whole host of grocery products.
"There is a re-appraisal going on at the moment about whether sell-by or eat-by dates are over-conservative, and I think that’s going to change in the years ahead", he said.
He continued: “I know I can keep bread in the fridge for quite a long time beyond its official life and I think savvy customers realise that as well.”
Despite increased raw material and transport costs, Allan says Tesco will continue to pull down prices whenever it can.