Convenience and CTN chain Mills Group is to remove own-label products and reduce the number of in-store promotions in a bid to focus on fresh and consolidate range.

The retailer, ranked 18 in The Grocer top 50, will phase out its Today food and household items to concentrate on branded goods, upping stocks of bread and morning goods, cakes, biscuits and snacks while reducing range overall and is already trialling 10 metres of fresh fruit and veg, ready meals and meat refrigeration in 10 stores.

Commercial director John Porrett said: “Fresh and chilled is the way forward for the convenience sector. In a 1,000sq ft store you do not need so many tins and packets.”

Promotions will also be reduced after research found 60% of customers did not buy these items and were confused by the number of offers. “At the moment it is quite cluttered through promotions, we want to make it more focused,” Porrett added.