The last few Christmas periods have not gone well for Morrisons, so it will be interesting to see if it can maintain its current upward momentum through the festive period. The retailer is hoping to build on its value credentials by offering a solid range of party essentials and festive classics that are both convenient and offer value for money. The supermarket said it had learned from previous years’ experience to improve its offer - such as offering lobster (price tbc) and turning the stuffed rack of lamb ‘guard of honour’ it introduced last year into the Morrisons in-store prepared Lamb in a Manger - two French trimmed racks of lamb with a pork, apple and cranberry stuffing.
Verdict: Playing it safe but getting back to core Morrisons values - Sir Ken would approve.
Star product: Christmas tree tear and share Panettone.