Supervalu Inc. said it will be reducing the number of items it offers per store–in some cases by as much as 25%–in a move intended to more prominently feature store-branded items and extract lower prices from vendors.
The item reduction, which mirrors similar moves by other grocers, is less about eliminating entire product brands than redundant package sizes, Supervalu Chief Executive Craig Herkert told analysts in a conference call Tuesday. Bathroom tissue, for example, had so many package sizes that full cases of product couldn’t be stocked on shelves.
After the item reductions, “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,” Mr. Herkert said.
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