Morrisons has called on its suppliers for assistance funding a new promotional push, as the retailer gears up for the key Christmas period.
Suppliers expect the supermarket giant to open negotiations in the next few weeks, according to the Financial Times.
“We are strong supporters of British producers and farmers and we have always enjoyed good relationships with our suppliers,” Morrisons said in a statement. “Any recent negotiations have been part of business as usual.”
Earlier this month research for The Grocer revealed that the multiples had switched their promotional focus back to major brands after a period focusing on their own-label ranges.
Last year just 73% of items on promotion at Morrisons were branded products – a proportion that has since risen to 91%.