In an effort to simplify shopping and ultimately reduce prices, Tesco is cutting its overall assortment (90,000 SKUs) by 30%. The "rationalization" programme will see the retailer cut back on its promotions and offers.

The retailer has recruited outside consultants from the Boston Consulting Group to ultimately assist Tesco in choosing which products will be removed from its assortment.

The move is seen as a strategy for Tesco to win back shoppers from the discounters, which have driven sales momentum though low price as well as quick shopping trip.