In some categories, the SKU count will be reduced by up to 25% as the grocer aims to reduce costs and remove complexity from the shopping experience.

According to chief executive Craig Herkert, the move is designed to eliminate redundant package sizes rather than get rid of entire product brands. “I don’t think the consumer is going to look at it and say we’ve taken any choice away; in fact, I think the consumer will look at better choice,” he said.