Wal-Mart, Kroger, Walgreen and other big retailers are cutting the variety of products on their shelves by at least 15% to increase sales and profits by simplifying the choices for budget-conscious shoppers. "All that go-go 1990s where we were adding items in and adding items in, and people wanted more, more, more, more choice ... just didn't pay off," said Catherine Lindner of Walgreen.

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