Morrisons to relaunch in-store bakeries
Morrisons is relaunching its in-store bakeries at the end of this month as it looks to meet demand from its customers for more artisan products at an affordable price.
The supermarket’s in-store bakers will introduce over 30 new lines including products such as hand-dimpled Focaccia, Tiger Paw, Sourdough Boule and Chocolate Twists. In addition, over 40 lines will be improved after the implementation of a benchmarking process.
As well as streamlining the range and introducing new and improved products, the packaging is being refreshed to reflect the new ‘look and feel’ of the bakery. Rustic-looking paper and unbleached cardboard will be used to wrap the products and reinforce the supermarket’s ‘Baked by Us’ message.
Andy Clegg, Morrisons’ bakery buying manager, said: “Our in-store bakery will have a new look, new packaging and industry-leading products that will provide our customers with both a compelling offer and great value for money. Thanks to our skilled bakers we are able to offer a more artisian experience in order to give customers more of the things they want – great food that’s affordable for everyone.”
The new launch is part of a two-year own brand review by Morrisons that will see the supermarket’s brand tiering evolve from a ‘good-better-best’ model to one that better reflects its customers’ needs.
Don’t miss the Retail Bulletin’s Customer Loyalty Conference, June 13th 2012. The theme of the day is: Maximising customer loyalty and stability by communicating brand values, building trust and engaging your customers.
Sponsored by The Logic Group, confirmed speakers include Costa Retail, The White Company, Shop Direct Group, IKEA Family, Orange-France Telecom, Lush, Joules Ltd, Just-Eat, Topshop, Tesco Plc,Great Ormond Street Hospital Children’s Charity, The Logic Group, Empathica, Visa Europe, ICLP, FICO.
With excellent networking opportunities throughout the day and a chance to ask our customer loyalty experts their burning questions through our interactive conference sessions and Twitter feed, can you afford to miss this high-quality Conference? Click here for more details and registration.
