Waitrose is considering reducing its dairy ranges in a bid to boost sales, following successful trials.

Richard James, central buyer for dairy products and eggs, said the organisation had experimented with trials in two stores to reduce the offering on yogurts and desserts.

"We took around 20% of the lines out. We want to make sure we are delivering what our customers want without any unnecessary duplication.

"We discovered that it was possible to reduce the range and see sales go up because our customers are finding it much easier to shop,” added James

He said the chain had been working closely with suppliers throughout the six months the trial had been running.

"We will be continuing with the work we’ve been doing in those stores, but we’re now looking at how we can use what we’ve learned across other branches,” James added.