UK retailer Morrisons has announced a revamp of its fresh produce packaging as part of an own-label overhaul.

The grocer is introducing a ‘fresh’ branding across its produce lines from 16 April. The move follows a revamp of its prepared salads, vegetables and fruits ranges in February. The refresh is designed to give greater emphasis to its packaging, to UK sourcing and Morrisons’ close links with suppliers.

“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,” said Morrisons’ head of produce, Andrew Garton. “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.”

Separately, the retailer will debut a range of chilled desserts under the ‘M Kitchen’ banner from 30 April.

Comprising of 38 new lines, products in the range include Great British Cheesecake and Sticky Lemon Drizzle Sundae.

The range will be split into three eating occasions: ‘For Us’ desserts, catering for weekday dinners and including raspberry tarts and lemon swirl cheesecakes; ‘Treats’, designed for special occasions, including banana sticky toffee pudding; and ‘For Me’ puddings available in single or twin packs, including individual apple and blackcurrant pies and crème caramels.