Australian grocery giant Coles is all set to remove at least 10% of its products in an effort to make shopping simpler for customers.

Coles' double-digit rationalization plan came after customers shared feedback that there were too many options and some products were repetitive and not required.

The company's chief operations and sustainability officer Anna Croft had shared with investors in November how simplifying the product range could benefit the company. She also addressed customer feedback about too many choices and product repetitions, 7News........

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