The new range is a complete design overhaul, using new colours on embossed and ornate packs carrying a gold WM Morrison signature, aimed at reinforcing its heritage messaging of a ‘passion for food, provenance and expertise’.

Further changes are expected at the supermarket as it completes brand reviews of over 10,000 lines.

The move comes as the supermarket prepares a fightback plan, which includes plans to expand its M Local convenience store network and online offering after industry data shows its market share growth behind rivals.

The supermarket, the UK’s fourth largest by share, says sales from stores open for a year or more dipped 0.9% in the six months to 29 July. Pre-tax profit slipped to £440m, from £449m a year earlier.

The supermarket’s share continued a recent decline in the latest Kantar Worldpanel market share data falling to 11.5% from 11.7% a year ago.