Morrisons has added luxury puddings to its premium own label brand in its latest attempt to establish itself as a Waitrose with value.
The range, being rolled out for Christmas under its The Best banner, consists of Pecan & Cherry Christmas Pudding, Matured Christmas Pudding, Date & Walnut Christmas Pudding and a Belgian Chocolate Melting Middle Pudding.
The range comes in a black and silver design to highlight quality, with prices ranging from £1.19 for 100g to £6.99 for 454g.
The range forms part of chief executive Marc Bolland's plan to make Morrisons' The Best, Eat Smart and organic own label ranges more competitive against rivals' offers. Sales for the ranges grew 58%, 47% and 20%, respectively, for the year to 4 February.
New packaging featuring a green and white design for its The Best brand is being introduced to better fit with Morrisons' green and yellow corporate colours.