UK supermarket operator Morrisons has announced the launch of a new ‘Fresh’ brand across all of its produce lines, with new packaging to highlight a strong emphasis on British sourcing.
To draw attention to its “commitment to British produce”, the retailer has introduced streamlined packaging with “consistent colourways”, while it said on-pack messages had been refreshed to improve their clarity.
In addition, Morrisons said the revamped packaging would ensure featured fruits and vegetables were fully protected while in transit.
The retailer said it would use its “strong links” with UK farmers to source the “freshest and best tasting” products on the market; links which it said were “clearly illustrated” through its relationship with its strawberry suppliers.
“Unlike the majority of retailers who obtain their UK strawberries from large marketing desks, Morrisons sources over 80 per cent of its UK strawberries directly from six growers,” said the company.
“Located throughout the country (ranging from Kent to Perthshire) this enables Morrisons to deliver strawberries on a regional basis, giving the customer the most locally sourced fruit from field to store.”
Morrisons said it would also be able to utilise company-owned manufacturing sites to provide customers with “industry leading offers” across its entire produce range.
In a statement, Morrisons’ head of produce, Andrew Garton, said: “Our produce offer is the first thing our customers see as they enter our shops and we’re confident they will be blown away by the new range.
“We care passionately about sourcing the best quality produce for our customers and are committed to sourcing British wherever possible. This launch is the culmination of months of research and development and we look forward to hearing what our customers think.”
The Fresh range will be available from 16 April 2012 and follows the previous re-launch of the retailer’s prepared salad, vegetable and fruit line in February.
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