Morrisons prepares own-label range revamp

Morrisons: revamping own-label range
Morrisons: revamping own-label range

Morrisons is to begin a relaunch of its entire own-label offering in the coming weeks with the unveiling of an M Kitchen range, backed by a major pre-Christmas ad push.

Its Value range will be rebranded as M Savers, with a campaign scheduled for the New Year, when many shoppers look to make cutbacks.

Wm Morrison, a 'signature' of the supermarket's founder, is another addition, and will be used on products where the chain wants to flag up its century-old heritage.

One of the new sub-brands under consideration had been Live Well, which, alongside M Better For You, was a contender to replace its healthy Eat Smart range. However, after Sainsbury's launch of its 'Live well for less' slogan this month, it is expected to be dropped. Other changes still in the planning stages include M Kids, M Greencare and M Organic.

The M Kitchen range has been developed with executive chef Neil Nugent and will play a major part in the relaunch of Morrisons' ready meals next month. Stores have been freeing up space ahead of the activity for the new-look ranges.

The push comes after a year-long review of Morrisons' own-brands, after it admitted that they account for only 43% of sales; the figure is 50% or more for its major rivals.

Unlike its competitors, Morrisons has its own manufacturing arm, which means the shift toward own-label should provide greater margin gains.

Premium range The Best, originally a Safeway brand, is expected to be ditched. Experts believe its name implies that other Morrisons products are less than the best.

Group commercial director Richard Hodgson claimed this summer that Morrisons' own-label offer would be 'different to anything you've seen in the UK' after the overhaul.

The revamp comes as Tesco launched a £500m 'Big price drop' campaign this week, which is understood to be 80% focused on own-label.


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Oasis #springasmile digital campaign gets people doing good deeds
Coca-Cola: 'Don't approach bloggers with a fait accompli'
Tesco CMO Matt Atkinson: 'It is so important not to stereotype mothers'
McDonald's gives Ronald a new look ahead of global 'Fun times' social media push
In pictures: BrewDog opens first craft beer shop BottleDog for 'beer aficionados'
Facebook ad revenue leaps $1bn as it invests in targeting
Malteser or Maltesers? Mars takes Hershey trademark dispute to court
Apple Q2 profits top $10bn as iPhone sales soar
Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Tom of Finland's 'homoerotic' drawings made into stamps
Toyota achieves the impossible by calming angry Roman drivers
YouTube reveals user habits to appeal to 'older' marketers