UK retailer Morrisons has launched a new premium private label range, 'M Signature', as part of a review of its own-label portfolio. The new 700-product range has been developed by Morrisons team of in-house chefs, and will seek to reflect the brand's "passion for food, provenance and expertise." The review of the retailer's own-label lines has also seen the introduction of the 'M Savers' and 'M Kitchen' ranges over the past couple of years.
The move comes at time when the supermarket chain prepares a fight back plan to counter weakening performance. It follows the rollout of 'Fresh Formats', its new store layout format, and expansions of both its convenience network and online presence.