Morrisons could ditch its The Best premium brands as part of a complete review of its own-label range to boost its performance against rivals such as Tesco Finest and Sainsbury's Taste The Difference.
The rebrand project will look at all 14,000 own-label products, examining everything from packaging to names. "Our The Best range is set to change, including the name, and other ranges are to be rebranded," said a spokeswoman.
A "lack of clear 'good, better, best' sub-brands in non-food areas such as home and leisure" would also be addressed, she said.
The move follows the decision to switch its yellow and black branding to green and yellow corporate colours in April 2007. Since then, sub-brands, including The Best, have undergone redesigns in order to complement the new colours.
Morrisons now believes it can improve the perception of its own-label offer through better packaging materials and print quality.