Morrisons launches rebranded budget range
Morrisons has rebranded its budget M Value range as M Savers as part of an overhaul of the supermarket's own brand ranges which began last October.
The new range will feature over 400 lines which will be integrated into stores over the coming months, with up to 100 new lines being introduced across food and non food ranges.
As well as launching new lines, Morrisons has given the range a complete brand makeover, shifting away from the yellow and green Value design and adopting a more personality driven, hand-drawn feel.
Sonia Whitley-Guest, director of brand development, said of the new range: "Every element of this new range has been developed with the approval of our real shoppers to ensure we are not just offering an affordable shopping choice, but great quality. We want our customers to feel proud of their weekly shop and have the choice within their budget that they deserve."
The supermarket’s own brand review has seen Morrisons invest millions in the reassessment, reformulation and redesign of over 10,000 lines that will be launched over the next fifteen months.
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