Morrisons relaunches bread range following own brand review
Morrisons is relaunching its range of bread products this week as part of an extensive own brand refresh.
The new 'Baked by Us' range will be produced at Morrisons’ own central bakeries and will feature 20 new artisan lines as well as recipe and design improvements across a further 70 lines.
Morrisons said the breads will be made from 100% British wheat and will include loaves such as Farmhouse, Sunflower and Pumpkin, Oat and Barley, Stoneground Wholemeal, and Batched Tiger.
Morrisons is the only supermarket to own and run its central bakeries from which is produces 1.7 million loaves, 2 million rolls and 450,000 muffins every week.
Michael Bates, category director for bakery and chilled desserts at Morrisons commented: “Bread is such an important part of the weekly shop that we want to ensure we are giving our shoppers the best possible offering. We have listened extensively to what our customers have told us and undertaken the biggest ever review of our products.”
The launch of the new baked bread range forms part of a wider review by Morrisons of its own label ranges.
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