Morrisons has revamped its world food aisle, adding over 370 new products and tailoring the range to each store’s local community.
Using a combination of both More Card and regional data, each Morrisons supermarket now features a tailored offering based on its local demographic, helping to create a unique and “hyper-local” aisle across each store.
The improved aisle would not only better cater to the local community each store serves, it would also appeal to a “growing base of customers that enjoy travel and eating out and who want to have a go at recreating authentic global cuisine at home”, said Morrisons.
Over 370 new products will be introduced to the range this month, representing a 20% increase.
To accommodate the new products, more space has been allocated in world food, with the fixture more than doubling in size in some stores.
Plus, a new look and feel will be implemented, zoning the world food areas with better signage to help customers navigate the countries and global cuisines on offer.
Exclusive lines and ‘foodie’ bays
The revamped range will include exclusive products from Reese’s and Bibigo, alongside Lay’s, Laila, Indomie, Nissin, and Lee Kum Kee.
Morrisons will continue to update its product offering as it supports key religious and community-driven festivals with events in each store – such as Ramadan, Eid, Passover, Diwali and more.
Over the past six months, Morrisons has added more than 700 new lines to its world foods range, following “extensive customer, supplier, competitor and colleague research”.
The supermarket will also install ‘foodie’ bays in select stores this month, featuring trend-led products, such as popular TikTok ranges, for consumers to explore.
“Our stores sit at the heart of local communities and our new world food aisles will ensure we’re offering more of the products we know our diverse community of customers love,” said Morrisons trading director for world foods Helen Tordoff.
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