UK retailer Morrisons has launched a healthy eating range under the NuMe banner as part of its own-label revamp.
NuMe, an extension to the retailer’s own-label offering, comprises 315 products across the chilled, frozen and ambient sectors, Morrisons said today (1 May).
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Replacing the Eat Smart range, the first products, yoghurts, will go on sale this week, with the remaining products rolling out between May and August.
Morrisons said the range is designed for “customers searching for healthier alternatives to their favourite meals and snacks”. A new system of labelling will also appear on the products that “allows clear call out of everything from calorie control to five-a-day, explaining why each product is a healthier option”, it added.
“NuMe is about making it easier for customers to make healthier choices in store, whilst not compromising on taste, quality or affordability,” said brand director Belinda Youngs. “This isn’t about regimented health, but ensuring that making healthier choices are not just nutritious, but really delicious too.”
The range of 18 yoghurts will go into stores this week including skinny fools, yoghurt drinks and fromage frais.
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By GlobalDataLast month, Morrisons announced a revamp of its fresh produce packaging as part of an own-label overhaul, which has seen the introduction of the M Savers and M Kitchen meal ranges.
The overhaul will include the reassessment, reformulation and redesign of around 10,000 lines that will be launched over the next fifteen months, the retailer said.
