• Morrisons launches M Signature own-label line
  • Forms part of own-label revamp
The M Signature range will comprise around 700 items

The M Signature range will comprise around 700 items

UK retailer Morrisons has launched a premium private label line under the M Signature brand.

The new own label range will replace its 'The Best' range inherited by Morrisons from its Safeway takeover, it said today (17 September).

The UK's fourth-largest retailer said the range will comprise around 700 items that will include some "new and improved" products, but all with "an extra touch of something special", it said.

The range comprises products including: raspberry roulade; superberry granola; Thai lychee honey; and dinner options such as pork and leek sausages and goose fat roasties.

For M Signature, Morrisons said it has moved away from the dark green design of The Best packaging and opted for a more "ornate look and feel", with embossed designs and "a modern, jewelled colour palette" of pinks, greens and purples on all ambient products and "more rustic hues" across its fresh offering.

"The M Signature range has been developed by our in house chefs and developers, working together with our valued suppliers, to ensure we can offer our shoppers affordable and relevant high quality products," said Morrisons own brand director Belinda Youngs.

The M Signature products will be introduced into stores over the next four months.

The launch forms part of Morrisons' ongoing own brand review of around 10,000 lines. In May, the retailer launched a healthy eating range under the NuMe banner as part of the revamp.

A month earlier, it had announced a revamp of its fresh produce packaging as part of the overhaul, which has seen the introduction of the M Savers and M Kitchen meal ranges.

Show the press release

MORRISONS MAKES THE BEST EVEN BETTER

M Signature - the new premium range from Morrisons makes everyday treats affordable


The Chef and Product Developers at Morrisons have been busy improving and expanding the supermarket's premium offering, previously known as The Best, to give customers nearly 700 products on their shelves, all with an extra touch of ‘something special'. All products have been reviewed with many new and improved products being introduced. The result is the M Signature range giving shoppers a choice of high quality, but fantastically priced products in a wide range of categories.

Like a proud seal of approval, the gold Wm Morrison signature of the company's founder appears with a flourish on every pack in the range reflecting Morrisons' years of passion for food, provenance and expertise. New care and attention to detail has been put into each and every product - as well as the reassurance of value that Wm Morrisons has long stood for.

The M Signature range has a totally fresh look- with a complete shift away from the dark green design found on The Best packaging. Each pack design adopts a beautiful ornate look and feel with intricate embossed designs and a modern, jewelled colour palette of luxurious pinks, greens and purples on all ambient products and more rustic hues appearing throughout the fresh offering. It brings together the old fashioned and the contemporary through a unique use of design and colour.

The product list reads like an incredible, mouth-watering adventure of flavours- such as raspberry roulade, superberry granola and Thai lychee honey - as well as fabulous classic dinner options with a premium twist such as pork and leek sausages and goose fat roasties. From steak & onion hand cooked chips, caramel and popcorn slices and a decadent red velvet cake, the range really does have affordable luxury for any occasion.

Belinda Youngs, Morrisons Own Brand Director, said of the new M Signature range:

"The M Signature range has been developed by our in house chefs and developers, working together with our valued suppliers, to ensure we can offer our shoppers affordable and relevant high quality products".

Our founder's signature, the ornate decoration and the modern colour pallet celebrates Morrisons passion for food as well as its commitment to quality and affordability. It completes our own brand quality tiers ensuring that overall we have something for everyone and something for every occasion."

The launch is part of the supermarket's ongoing own brand review of over 10,000 lines, customers will see the M Signature products being introduced into stores over the next four months. M Signature will range across fresh, ambient, frozen and chilled categories and aims to offer customers premium quality at great value prices.

Original source: Morrisons