While manufacturing and, to a lesser extent, marketing managers have struggled for years to rationalize product offerings, the Covid emergency has enabled quick changes in product line offerings. Nielsen tells us the number of SKUs on grocery shelves is down 7.3%. Fewer SKUs drive savings at the manufacturing level and may improve consumer sales. While totally counterintuitive, research shows that too much choice reduces sales. Trader Joes, Lidl, and Aldi have far less variety than a traditional “full-line” grocery store but very high sales per square foot.