Morrisons is to launch a large-scale rebrand as part of a huge revamp in the autumn.
The Bradford-based retailer held a meeting with 2,000 suppliers including fresh produce firms in Leeds last month to offer training and support “to help us carry out this massive exercise”.
The initiative will see the first lines in stores in September or October and will roll out over the next few years.
The chain’s newest trial store is to open in St Albans to add to its first trial convenience outlet M local in Ilkley and its original lab store in Kirkstall.
Eileen McGuinness, head of consumer media at Morrisons, said: “It’s the biggest branding exercise that the company has ever done.
“Everything is under review and we are looking at how we benchmark and change things. It’s going to be a total rebrand.
“Our farming relationships are especially key and it’s about how we work across the supply chain. We own our manufacturing and we own our farms as part of our vertically integrated supply chain.”
She added: “The brand has evolved hugely; we used to be a bit shy about talking to the press and a bit shy on the detail but we are changing that now.”
A new six-strong team has been appointed to take on media relations as part of the rebranding process.
The move follows the appointment of executive chef and head of innovation Neil Nugent, who joined the supermarket in May and is responsible for masterminding new products and developing the brand.
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