I don't think they used to do reduced stuff with short sell buy dates, but when I went in the other day at about 5, I got pizzas and quiches for £1.00, fish, fruit and veg half price ( some for 50p- beans and things- and it's all good quality,and much of it freezable, so well worth it.
The woman at the check out said they have a new policy of reducing towards the end of the day,