Morrisons has rolled out its first M-local convenience store in the northern English county of Yorkshire, claiming there will be 'more emphasis on fresh food'.
The opening in the town of Ilkley marks the initial stage of a trial that will see two more stores opened before the end of 2011.
The supermarket operator, one of the UK's 'big four' chains, issued a three-pronged manifesto to ensure a high-quality fresh food offer.
At least 100 fruit and vegetable lines will be available in each store.
There will be no price premium on fresh products, so the company estimates its goods will be 4-11 per cent cheaper than other convenience stores'.
Produce will be prepared 'little and often' at a nearby full-format store, so that it can be moved more quickly from point of preparation to point of sale.
The Ilkley M-local store is almost 3,000ft2 and housed in a refitted former college building.
Dalton Philips, chief executive of Morrisons, said: “Convenient food doesn’t have to mean dull food. I’m confident that customers will find the M-local offer compelling and different.'
