Morrisons is introducing a new ‘Fresh’ brand across all of its produce lines.
New packaging aims to emphasise Morrisons’ “commitment to British sourcing and highlighting the expertise it gains from its unique vertical integration model.”
The look and feel of the ‘Fresh’ design has been modernised and streamlined to focus on Morrisons’ commitment to British produce and consistent colourways have been introduced.
In addition, the new packaging aims to make sure product is fully protected in transit while all of the on-pack customer messages have also been refreshed to improve their clarity.
Morrisons’ links with farmers helps it to source the “freshest and best-tasting fruit and vegetables on the market”.
This is illustrated through Morrisons’ relationship with its strawberry suppliers.
Unlike the majority of retailers that obtain their UK strawberries from large marketing desks, Morrisons sources over 80% of its UK strawberries directly from six growers.
Located throughout the country (ranging from Kent to Perthshire) this enables Morrisons to deliver strawberries on a regional basis, giving the customer the most locally sourced fruit from field to store.
In addition, as the only supermarket to have its own manufacturing sites, Morrisons is able to offer customers’ “value for money and industry-leading offers” across its entire produce range.
For example, Morrisons has at least 50 lines of produce on offer every week.
Andrew Garton, head of produce, said: “Our produce offer is the first thing our customers see as they enter our shops and we’re confident they will be blown away by the new range.
“We care passionately about sourcing the best quality produce for our customers and are committed to sourcing British wherever possible.
“This launch is the culmination of months of research and development and we look forward to hearing what our customers think.”
The new range will roll-out from 16 April 2012 and follows the refresh of prepared, salads, vegetables and fruit in February 2012.
The new launch is part of a two-year own-brand review that will also see Morrisons’ brand tiering evolve from a ‘good-better-best’ model to one that reflects customer’s needs.