Coles shoppers will be able to buy 'ugly' fruit and vegetables at reduced prices as the supermarket giant seeks to reduce its food waste.

The company has announced a new program, "I'm Perfect", where customers will be able to buy bags of select fresh produce for cheaper than the standard price.

The new program is being trialled in Victoria and South Australia.

Products include two-kilogram bags of apples, pears, onions and sweet potatoes, carrots (2.5 kilograms), oranges (three kilograms) and lemons (one kilogram).