Gas flameEnergy supplier SSE is to drastically simplify its range of tariffs after Ofgem called for a shake-up of the industry.

The UK's second largest energy supplier, which owns the Southern Electric, Scottish Hydro, SWALEC, Atlantic and SSE brands, will offer just four core products, down from 68 previously.

The changes to SSE's tariffs mean customers will now have to answer just five questions to get the best deal.

Industry watchdog Ofgem last year accused the UK's gas and electricity suppliers of failing "to play it straight" with consumers and said the number of tariffs across the industry had risen by 180 to more than 300 since 2008, leaving customers "bamboozled".

It threatened to refer the industry to the Competition Commission if it did not simplify tariffs and sell off between 10% and 20% of their electricity output to allow smaller firms to enter the market.

Its review also found evidence that the "big six" energy firms had hiked bills in response to rising costs faster than they reduced them when expenses fell .

The changes are part of a wider drive to build trust with consumers announced in October, which has already seen the supplier pledge not to engage in predatory pricing, where it offers the best deals only to new customers.

Alistair Phillips-Davies, generation and supply director at SSE, said: "Buying energy has become too complex.

"In October, SSE committed to end the complexity that surrounds tariffs and significantly reduce the number of tariffs it offers.

"That is exactly what we are doing and I believe this is the most significant change SSE has ever made to its product range."