Morrisons is to overhaul the look and layout of its deli counter range, adding more than 200 new cheese, cooked meat and Continental products and rolling out new packaging in time for the summer.

The project - referred to internally as “deli reinvention”, according to sources - is thought to be the next phase of improvements to the retailer’s Market Street concept, following a relaunch of its Oven Fresh counters earlier this year.

The retailer was working on its counters to “improve quality yet further”, confirmed a spokesman, adding that 200 new lines were being introduced to its range, some of which were already being trialled in stores.

A Morrisons insider suggested “deli reinvention” would also involve additional training for staff, particularly on cheese counters to help them offer better advice on the flavour and use of different cheeses.

The retailer was also toying with the idea of wrapping cheese in glossy acetate to give it a more premium feel, said the source. Morrisons is already using acetate in its Stores of the Future, but a spokesman denied it would be rolled out further.

Morrisons’ deli offering is a key part of its Market Street format, which also comprises fresh meat and fish counters as well as a rotisserie and pie counter. The retailer is procuring an increasing number of counter lines internally and this week said it would take full ownership of the Deeside cooked meats facility, in which it has held a 49% stake since 2010.