Morrisons preparing new low-cost Value range

Tue, 20 Dec 2011
 
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Supermarket chain Morrisons has announced it will launch a new budget range of food and drink in January.

The new M Savers value line will replace the existing Morrisons Value range, with the current green and yellow colour scheme set to be replaced by drawings of the ‘value’ products on a white background.

The launch, which will include point of sale material and press advertising, is part of the retailer’s two-year plan to increase own-label volumes in store.

Sales of own-label products, such as those in its M Kitchen ready meals range, are proving very popular with hard-pressed shoppers, with Morrisons latest trading update showing they helped boost like-for-like sales excluding fuel by 2.4 per cent in the 13 weeks to October 30.

Meanwhile, rival chain Asda is also preparing to relaunch its value Smart Price range next month.

The updated offer will consist of 400 food and 200 general merchandise lines, with each featuring a new Smart Price logo and on-pack photography.