Morrisons, the UK retailer, is set to launch the first stage of its revamped private-label range.
The company’s new M Kitchen range of convenience food products will go on sale next week. The portfolio includes 150 new lines and 500 reformulated products.
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The range is part of a series of changes Morrisons’ own-label offer, which will see 11,000 new or revamped products.
Morrisons said the revamp will see it move away from the conventional “good-better-best” model used by UK retailers to focus on “four key needs”, including convenience, responsible sourcing and health.
“The launch of M Kitchen is a huge step forward for Morrisons, creating a range of products that customers will literally want to cross the road to buy: making Morrisons a destination for dining in,” Morrisons commercial director Richard Hodgson said.
The retailer plans to launch further ranges in the coming weeks, with reports suggesting the company could unveil lines named M Savers and M Better For You.
However, a spokesperson for Morrisons said the retailer had registered a number of possible names for its other new-look own-label lines and said there were still under consideration.
Morrisons’ initiative follow Sainsbury’s move to revamp its core own-label range. Last year, Asda relaunched its own-label food and drink range as Chosen By You.
