Tesco is reported to be making major changes to the layout of 900 of its stores which will see increased emphasis placed on its own label ranges at the expense of brands.

The report by trade magazine The Grocer said that move will see the presence of Tesco’s own label products increase 14% on shelves, with smaller stores in particular seeing a marked reduction in the emphasis on brands.

The overhaul, which is taking place at Metro, superstore and Extra outlets over the coming weeks, will also see Tesco bringing together foods based on meal occasions, whilst a more emphasis will be placed on ‘free from’ and healthier products.

The report stated the move was the latest round in Tesco’s ‘Project Reset’ strategy with a spokesperson for the retailer quoted by The Grocer as saying: “We are going to change the hierarchy of the fixtures with own label at the top. Previously there have been times when our own label products have been almost an apology. We want to stress the great quality of our own label produce as well as the affordability.”