Morrisons is introducing a new “ultra-premium tier” as part of what CEO Rami Baitiéh described as its biggest range reset in a decade.
The Best Signature Collection would, said Baitiéh, provide “mouthwatering dishes inspired by iconic recipes” and be all about creating “indulgent moments for our customers on their favourite treats”.
Its launch this week was billed as the highlight of a range reset featuring 500 new products, with a major focus on fresh food, and comes as Morrisons looks to breathe new life into its turnaround plans under the former Carrefour boss.
The new ultra-premium collection will also include a large range of festive foods due to be unveiled at a launch event this week.
Morrisons said it had doubled its premium range in the past year and was committed to growing the range to meet demand for high-quality “dine-in” options, including 400 new fresh food products in store and online.
Writing on LinkedIn, Baitiéh said: “I’m excited to share that tomorrow Morrisons launches over 400 new fresh food products in-store and on morrisons.com as part of our biggest fresh reset in a decade.
“This new range is packed with innovation.”
The relaunch includes a major new tie-up with Harry Ramsden’s, including a fish and chips meal deal exclusive to Morrisons.
Products in the lineup include battered cod and haddock fillets, breaded plaice, chunky fish fingers, battered cod goujons and bites, and scampi.
It also features battered sausages, traditional fishcakes, chips, onion rings, mushy peas, and signature curry sauce and gravy.
Another feature is ‘Meals for Tonight’, which Morrisons said would complement its butcher and counter lineups.
It is also launching a new range of desserts including The Best Sticky Toffee & Bramley Apple Sponge Pudding.
James Fleming, CEO of Harry Ramsden’s owner Deep Blue Restaurants, said: “We’re excited to bring Harry Ramsden’s into more homes up and down the country with this landmark rollout.
“This exclusive partnership with Morrisons represents a unique opportunity to scale our retail footprint while safeguarding the quality and tradition people expect from our brand. It’s all about delivering the nation’s favourite comfort food with the integrity and consistency that Harry Ramsden’s is known for.”
Lizzy Massey, director of own brand at Morrisons, said: “We are delighted to be launching this exclusive chilled range in partnership with Harry Ramsden’s, a brand our customers know and love. By bringing such a wide selection of traditional favourites into our stores, we are offering shoppers even more choice and convenience, giving even more reasons to shop at Morrisons.”
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