Morrisons is planning the relaunch of its private-label range in the autumn

Morrisons is planning the relaunch of its private-label range in the autumn

UK grocery retailer Morrisons has confirmed that the first products from its revamped private-label range would begin to hit stores this autumn.

A spokesperson told just-food today (18 July) that "a couple of hundred" products will roll out in the autumn, with the rest of the range to "quickly follow".

She said that the moves to relaunch the range are the "biggest ever done by Morrisons". The revamp encompasses its entire range and would run from packaging through to formulation.

The spokesperson added that health would play a central role in the revamp, with the company working to meet its commitments under the UK government's Responsbility Deal with the food industry, which include reducing salt and eliminating artificial trans-fats.

The spokesperson could not confirm whether Morrisons would shift away from its current portfolio, which has three tiers of products, to a family of brands.

Morrisons private brand director Belinda Youngs and executive chef Neil Nuget are analysing how the retailer's shoppers purchase its own-label products. Any changes to the structure of the portfolio would depend on their conclusions, the spokesperson said.