Morrisons has unveiled a ‘magic’ revamp of its fresh food counter concept, Market Street, as it overhauls the trading team and eyes future growth.

Dubbing the changes as ‘Morrisons Magic’, group trading director Andrew Staniland has streamlined its trading by cutting its category buying teams from five layers to three, The Grocer reported.

Morrisons said the shake-up is set to create more than 10 new roles, including three director positions. It is also understood that some category director roles will transform to heads of trading areas, while buyers will now also be known as traders.

The supermarket chain said no redundancies will be made as part of the restructure, which forms a crucial part of its “Market Street of tomorrow” plan.

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Last year, Morrisons launched a range of new media opportunities, including digital screens at its Market Street food counters, such as its fresh food market-style butchers, fishmongers, bakers, and greengrocers counters.

The latest overhaul follows Staniland’s recent appointment as group trading director, after u-turning on a move to Asda.

Staniland told the publication: “Since I stepped through the door a few weeks ago it was clear to me we have a very capable team and a golden opportunity to make some magic at Morrisons.”

“I’ve been listening hard to our customers, colleagues and suppliers and learning a great deal about where we are and what we need to focus on – and the plans are coming together really well now.”