UK grocer Morrisons has launched a large-scale rebranding project across all of its own-brand lines. The first of the new product ranges will be in stores in the autumn; more lines will be rolled out over the next few years.
The retailer currently has a value range, the mid-market Morrisons range and the highest-priced Best line.
“It’s the biggest branding exercise that the company has ever done,” said Eileen McGuinness, head of consumer media at Morrisons. “Our farming relationships are especially key and it’s about how we work across the supply chain. We own our manufacturing and we own our farms as part of our vertically integrated supply chain. The brand has evolved hugely; we used to be a bit shy about talking to the press and a bit shy on the detail but we are changing that now.”
The initiative follows the appointment of Neil Nugent as executive chef brand development and innovation in May. (28 July)
© 2011 - ESM: European Supermarket Magazine
