Morrisons To Revamp Own-Label Premium Food Line

Supermarket chain Morrisons is set to overhaul its own-brand premium food line in a move aimed at following Tesco’s successful ‘good, better, best’ strategy.
In a bid to take on Tesco’s ‘Finest’ range, the retailer is to re-brand its premium food line, The Best, starting with a change to the packaging for the brand which has been kept the same ever since its acquisition of the Safeway chain in 2005.
Morrisons is also creating three homewares brands, due to launch this summer, which will offer entry point, mid-range and premium ranges.
The company also announced plans to sublet retail units alongside several of its stores to non-food retailers, including clothing and electrical brands, which it hopes will attract a wider audience to its stores .
With more than 300 stores nationwide, Morrisons is the UK’s fourth-biggest supermarket group, with a 10.9 per cent share of the grocery market .

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