Morrisons
Range: The Best | Launched: 2016 | No. of SKUs now: 950 | How has it evolved? Two years ago, Morrisons relaunched its premium label as The Best after ditching the Safeway brand four years prior in favour of a variety of sub-brands featuring the letter M. Since M Signature and M Bistro were dropped, the retailer has heavily promoted its premium range. Originally comprising 470 products. Morrisons announced it would double the range to 1,000 products by the end of 2017. And sales were up by a quarter by January this year. A further 250 SKUs will be added this Christmas.