Approved Foods, an online clearance food retailer, is defying the odds as frugal online shoppers are turning to the business to help save cash on their weekly shop.

The company recently moved to Dinnington in order to expand its premises, and is now based on Houghton Road.

Owner Dan Cluderay attributed its success to a change of spending habits because of the recession.

”There just seems to be endless demand for what we have got at the moment and it’s going really well,” said Dan.

”People are shopping around more and want to save money.”

The business sells low cost food which is approaching or just past its sell-by date.

Currently shoppers can go online and pick up bargains, such as 12 packs of paprika Pringles for £1 with a sell by date of 20th October 2009.

Dan, of Carlton, started out selling food on market stalls to put himself through a computing degree after he was made redundant from his job as an engineer with Sony Ericsson.

Two years ago he decided to take his business online and designed a website that became www.approvedfood.co.uk

Approved Foods is now the biggest online retailer for clearance food and drink in the UK.

The company formerly had a warehouse in Worksop but has now shipped all his stock and staff to Dinnington.

”We had to move to Dinnington as we needed the space, but we’ve already run out of space in the new place, even though it’s enormous,” he said.

He added that they have been inundated with questions about the business and just this week appeared on BBC Breakfast news.

”We’ve had a bit of a media frenzy about it,” he said.

”We were on BBC Breakfast News on Tuesday and we’ve been on the radio as well.”

For more information about the business visit www.approvedfood.co.uk