Wasn't the rationalisation of product varieties/brands something that all the supermarket chains did when the Covid thing kicked off - to ensure that there was food, if not the "my brand" choice?
Aldi & Lidl have been doing this for years anyway with limited ranges of most products/product types - reduced logistics with a smaller supply chain enabling keener prices from manufacturers with increased volumes/economies of scale and (even my wife admits) no real difference in most things. Makes sense to me.
I believe I read that at the start of 2020 Tesco (not picking on them) had about 50 pasta products and 60 or so sausage varieties?
The TV prog that Gregg Wallace does with the food shopping is interesting ..... stupendous savings (although one has to consider the people participating . . . .) with, in most cases, no real difference to the end consumer - and many of the value/essential/"remarksable" (God help us the M&S economy brand at Ocado) etc are made on the same factory's manufacturing lines with either just different labels/packaging or marginally different ingredients.