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.”
Never Miss a Retail Update!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.
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