21/05/12 Artisan Products In-Store Bakeries - Morrisons

Morrisons is relaunching its in-store bakeries at the end of May 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’ skilled 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.

Andy Clegg, Morrisons’ Bakery Buying Manager, comments: “Our in-store bakery will have a new look, new packaging and industry-leading products that will provide our customers with both a compelling offer and great value for money. Thanks to our skilled bakers we are able to offer a more artisian experience in order to give customers more of the things they want – great food that’s affordable for everyone.”

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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