Morrisons March on with Fresh Roll Out


Our original work back in 2009 highlighted the impact Morrisons had made from doing good things in a simple way. This was having a significant impact on how shoppers perceived their offer relative to shoppers of other stores when it came to responsible or sustainable themes.

Since then they have done great things in gradually extending their fresh philosophy and going upstream in the food chain to ensure fresher foods on shelf which underlines their commitment to buying British.

We are looking forward to seeing their new ideas on desserts and cakes later this month as we believe this reflects the work done by our sister company The Buzzz in building greater insight as to how consumers shop this category.

Out of any of the Big 6 supermarkets it is Morrisons who we feel is doing most to cement it's sustainable credentials - not with showcase carbon neutral store builds but slowly; quietly and effectively changing the way they do things. Rivals take note!

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Pic credit - Alaan Bowman

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