Morrisons has confirmed that it will launch its revamped entry-level own-label range next month.
The UK’s fourth-largest retailer will roll out around 100 lines from its new M Savers portfolio in January. More products will follow in the coming months, taking the range to around 500 lines.
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M Savers will replace Morrisons’ Value entry-level own-label and will be the latest private-label line launched by the retailer.
Earlier this year, the retailer introduced M Kitchen, a range of convenience food products.
“All this work is part of the wider own-label to own-brand work being conducted at Morrisons, where we are looking at revamping all our own-label ranges with a new structure and tiering approach,” a spokesperson said.
Morrisons will not be the only UK retailer relaunching its entry-level own-label next year. Asda plans to introduce its new-look Smart Price portfolio next month.
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