Morrisons has launched a new international sourcing division, as it looks to increase its revenue from overseas.
Myton International, which will sit within Morrisons’ broader Myton Group manufacturing business, will work with international manufacturers to launch new products into UK retail, food service as well as other business to business channels.
Morrisons operates 17 manufacturing sites around the UK, which make, process and package products like flowers, pies, meat and fish for its own label lines, as well as a number of other British retailers.
Myton International will partner with international brands to produce their products in the UK. It will to “provide bespoke sourcing solutions that balance innovation and value with uncompromising quality”, Morrisons said.
CEO Rami Batiéh has been working to increase revenues from Myton as part of his turnaround plan.
Last month, Morrisons hosted a number of senior figures from rival supermarket chains, including Sainsbury’s, as part of efforts to grow the number of products its supplies to rival grocers, while its own market share continues to slip.
It’s also hosted a number of roadshows for potential franchisees as part of its Morrisons Daily expansion plan.
Speculation has grown over the last year that Morrisons is exploring the sale of all or part of Myton as pressure mounts to pay off its £3.1bn debt pile.
However Morrisons has previously dismissed any notion that it is in serious talks. Executives believe that Myton remains a key part of its offer, with vertical integration being a key advantage over rivals, The Grocer understands.
“We are thrilled to launch Myton International,” said Chris Strong, general manager for Myton International.
“By leaning into our established manufacturing capabilities and our vast network, we are uniquely positioned to bring world-class products to the UK market. Our goal is to offer a seamless, end-to-end sourcing function that delivers both innovation and value to our partners.”
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