Morrisons is revamping the look of its fresh produce in the latest stage of its own-label overhaul.
The new-look Fresh brand will give greater emphasis on its packaging to British sourcing and Morrisons’ close links with suppliers. Its roll-out begins on 16 April.
In a separate move, Morrisons has added 48 new items to its range of salads, dips and antipasti snacks, with another 43 lines being improved. The changes also take place on 16 April.
And on 30 April, the supermarket will debut a new range of chilled desserts under the M Kitchen banner. Morrisons claimed the 38 new lines and 43 revised recipes would “rival any other product on the high street”.
The desserts are grouped into three occasions: ‘for us’, catering for weekday dinners; ‘treats’ for impressing guests; and ‘for me’ single and twin-pack puddings.
“Our produce offer is the first thing our customers see as they enter our shops and we’re confident they will be blown away by the new Fresh range,” said head of produce Andrew Garton.
“We care passionately about sourcing the best quality produce for our customers and are committed to sourcing British wherever possible. This launch is the culmination of months of research and development and we look forward to hearing what our customers think.”
Commenting on the new range of starters, Morrisons executive chef Neil Nugent said: “We are really excited by his new range, we have sourced some brilliant ingredients and made some fabulous recipes, and we think our customers will love them.”