Around a hundred protesters from Cymdeithas yr Iaith Gymraeg - the Welsh Language Society - descended on the store to stage a sit-in, forcing the supermarket to close for an hour. Although the store does carry some some Welsh signage, it was not enough to please the campaigners, who want Welsh on everything from toilet doors to shelf barkers.
The society is used to getting its way. Big victories in the past include forcing local government and official bodies to use Welsh and the creation of a Welsh TV channel. Following the store protest, Morrisons said it was committed to dual language signs and would be working with the society to ensure that signage was suitable and relevant. Which means that for Welsh shoppers, as our headline says, there are now even more reasons to shop at Morrisons.