The Grocer can reveal the new look for Morrisons’ budget own-label range, which is set to hit shelves next month.

The M Savers range will replace the retailer’s existing Morrisons Value range. It will launch with 100 lines initially, growing to 500 products over the following few months, covering all categories including both food and non-food.

The range will be supported by both press advertising and PoS. A spokeswoman said the range was launching in January to help shoppers looking to tighten their belts after Christmas.

The look of the range will be significantly different to Value, with the retailer ditching its green and yellow colour scheme in favour of a clean, white background, with individual illustrations on each line representing the product itself - for example, a drawing of a tomato on the Savers ketchup bottle.

The new packs have been created by design consultancy Coley Porter Bell, which is working with Morrisons on the relaunch of its entire own-label range. In the first wave M Kitchen was introduced to stores in October the remainder will roll out in stages over the next year.

The Morrisons spokeswoman said the Savers launch was about more than just giving the range a new look, however, and involved new product launches and major improvements in quality. “We’ve improved quality based on consumer feedback and brand panels to ensure we are giving even better value and greater choice across the weekly shop,” she said.

Morrisons is set to go head to head with Asda in trying to attract shoppers on a budget, as its rival is also planning to relaunch its Smart Price range at the same time.

Asda is adding a new logo as well as on-pack photography to 400 food and household products as well as 200 general merchandise lines.

Like Morrisons, Asda will be seeking to emphasise the quality of the range as well as the savings to be made by shoppers.