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.

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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.