Morrisons unveils M Savers value range

Morrisons is to relaunch its value own label range under the M Savers brand in January as part of its efforts to overhaul its own label ranges.

/v/d/m/morrisonslemon.jpg

The M Savers brand will launch on 100 products in the new year and will grow to around 500 products throughout the year.

It will replace the Morrisons Value range. New look packaging and new products will be introduced.

A press and in-store campaign will support the launch of the range.

The M Savers range follows the introduction of the M Kitchen premium ready meals launched in October, backed by celebrity chefs Aldo Zilli and Nigel Haworth.

Overhauling Morrisons own brand offering was one of CEO Dalton Philips’ main areas of focus when he joined the chain in 2010.

Philips has previously said that Morrisons underperforms in sales of own label products, which presents an opportunity to grow sales by improving and extending its own brands.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here