Morrisons is set to re-launch and re-brand its Savers range as it looks to help shoppers amid the cost-of-living crisis and attract more customers.
According to reporting by The Grocer, new products will be added to the value offering in coming weeks with brand new blue and white packaging in a bid to draw more shoppers to the lower-priced products.
This follows on from the supermarket giant’s price reduction across 820 products in January, with a further investment of £25 million last month across an addtional 64 items, including own-brand fresh produce like salad vegetables, carrots and potatoes as well as cupboard essentials such as rice and coffee.
Subscribe to Grocery Gazette for free
Sign up here to get the latest grocery and food news each morning
In February, Morrisons CEO David Potts told The Telegraph that its previous cut was the “fifth significant price activity of the year,” with this set to be its sixth in just three months.
Speaking of the re-brand, IPLC Europe partner, Paul Stainton told The Grocer: “I’m not surprised Morrisons is making this move. Despite its investment in price cuts, its value range is very bland and doesn’t really stand out.
“They will be looking to have the same impact as Asda Essentials which has made a point of having very bright packaging so it stands out in store.”
Last summer, the Big 4 grocer re-launched its value range with bright, yellow branding which some claimed acts as a ‘poverty marker’, however a spokesperson for Asda told Grocery Gazette at the time, that it didn’t “understand why anyone would feel embarrassed for saving money”.
Morrisons Savers range re-launch also comes as it looks to stop shoppers from switching to the discount grocers, as it was found to have raised its prices more than any other major UK supermarket last year.
While Kantar’s latest data saw Aldi’s market share reaching a new record of 9.4% and Lidl’s increased sales of 25.4% taking its share of the market to 7.1%, Morrisons’ sales decline of 0.9% was its best performance since May 2021.
