It is great to see that Morrisons is revamping its Fresh range to focus on local produce, while adding new ranges to its M Kitchen banner.

After all, the popularity of own brand can no longer solely be attributed to the economic climate and cutting costs. This new line shows the industry has now moved on from the two-tier high and low-end ranges to meet consumer demands such as the desire for local products, along with produce that caters for different occasions.

Let’s not forget own-brand non-food ranges, though. Retailers can make much higher margins on these. So while we applaud Morrisons’ move to sell Peacocks clothing, we predict it will significantly expand its private label non-food ranges to remain competitive.

Amina West, vice president, Northern Europe, Trace One