UK retailer Asda is removing up to 30% of stock from ten of its grocery categories as part of a stock rationalisation and cost cutting campaign.

The range reduction began in 2007 and involved taking out lines which the retailer felt were almost duplicated and would not be missed by customers. An example was the removal of I Can't Believe It's Not Butter, because Asda felt that including Utterly Butterly in the range was adequate.

"We just want to simplify the range for customers and eliminate confusion for them. It is taking place across all branded and own-brand goods and includes anything from cheese graters to tuna," a spokesperson for Adsa told just-food. "In some cases we will add more ranges where customers want to see more choice, it's all about improving the service for them."

Asda said it had adopted a "less-is-more approach to ranging" that would enable the company to cut prices.

The retailer said its cuts will take place across all stores through food and non-food items.