Morrisons is modernising its fruit and vegetable packaging to emphasise to customers the efforts it makes to buy direct from British growers.
The new “modernised and streamlined” look and feel of the range will have consistent colours and updated on-pack messages that are easier to understand.
In addition, the new packaging will ensure that produce is fully protected while in transit.
The launch will follow the packaging refresh of the prepared, salads, vegetables and fruit ranges in February 2012. It is part of a two-year own-brand review that the retailer said would also see its brand tiering evolve from a “good-better-best” model to one that better reflects customers’ needs.
Morrisons is aiming to show customers that, unlike retailers that purchase most of their fresh produce through marketing desks, it attempts to source products itself where possible through what it describes as its “unique vertical integration model”.
It is the only British retailer to have its own manufacturing sites, which it claims makes it able to offer customers value for money and industry-leading offers across its entire produce range.
It also tries to always have at least 50 lines of produce on offer every week.
Andrew Garton, head of produce, said he wants people to be struck by the produce on offer when they walk into a Morrisons store.
“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,” Garton said.
“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 packaging will be rolled out from 16 April.
Andy Garton will be speaking at the Re:fresh Conference on17 May.
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