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Morrisons Relaunches In-store Bakeries

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Morrisons Relaunches In-store Bakeries

Morrisons Relaunches In-store Bakeries
May 21
11:36 2012

UK grocery retailer Morrisons is relaunching its in-store bakeries in response to consumer demand for more artisan products at an affordable price. In addition to the new range and new baking methods, the retailer has also introduced new packaging to display the products.

Morrisons’ in-store bakers, which already make more products from scratch than any other retailer, will be introducing over 30 new lines including hand-dimpled Foccaccia, Tiger Paw, Sourdough Boule and Chocolate Twists. In addition, over 40 lines have been improved after a rigorous benchmarking process such as the Fruit Scones and Teacakes which now contain double the amount of fruit for the same great price.

As well as streamlining the range and introducing new and improved products, the packaging has been changed to reflect the look and feel of the new bakery. Rustic-looking paper and unbleached cardboard will be used to wrap the products and reinforce the ‘Baked by Us’ message.

The new launch is part of a two-year own brand review that will also see Morrisons’ brand tiering evolve from a ‘good-better-best’ model to one that reflects customer’s needs.

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