Morrisons looking to give customers more for less
Earlier in the week, Tesco slashed the prices of billions* of their products (*or something) in an attempt to spark a fierce pre-Christmas price war. Now Morrisons have tap-danced into the spotlight with news that they’re ramping up their own-brand offerings.
They’ve said that they’ll be launching 11,000 new or improved own-brand ‘stuff’ over the next couple of years, with 650 ready meals hitting the shelves next week, as part of their ‘M Kitchen’ range, saying that the grub will be “best in class, but the very best on price”. Snazzy words and the name reminds us of M People, which is nice.
Morrisons say that they’ve enlisted the help of top chefs to help them develop their new range of ready meals, overseen by former Waitrose chief executive Neil Nugent, the man who turned Heston Blumenthal’s orange Christmas pud into a soaraway success last year. We never got to try it but if it was aby Blumenthal, we assume it was full of electricity or something.
The supermarket are also bringing in a new value range called ‘Savers’ which are designed to go toe-to-toe with similar offerings from Aldi and Lidl. None of which are going to be full of electricity, sadly.