Morrisons introduces "fresh" branding to product labels

04th April 2012 - Fine Cut

UK retailer Morrisons is revamping the look of its fresh produce range by introducing new product labels and packaging, reports Talking Retail.

The look and feel of the "fresh" design will communicate Morrison's commitment to sourcing only the very best British produce available. The labels will appear on packaging from April 16th.

The move is part of a longer-term strategy that will eventually see the UK's fourth largest supermarket chain roll out three-brands of tiering under the guise of good, better and best quality.

Introducing new product labels and/or packaging is often a technique used by retailers to communicate that something new or different has occurred on the product line. In Morrison's case, if the new labels work well, other supermarkets may wish to approach a labelling specialist in a bid to reap similar rewards for their own brand adds that the new packaging will also offer the goods more protection whilst in transit; in addition to improving on-label messages.

Andrew Garton, head of produce at Morrisons, explained in a statement that produce is the first thing that customers see in store; therefore the look of the goods needs to make an impact. 

"We're confident they will be blown away by the new range," he says confidently. "We care passionately about sourcing the best quality produce for our customers and are committed to sourcing British wherever possible."

Mr Garton added that the launch is the culmination of months of research and development.

A number of prepared foods, salads, vegetables and fruit received similar treatment from the company back in February this year.

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