Morrisons to revamp UK stores to offer 'farm shop' produce
The chain revealed that it would be undertaking the transition as part of a fresh initiative aiming to entice "amateur home cooks" with fresh produce.
Customers can expect products like those found in farm shops, featuring 'superior quality goods and enticing pre-prepared foods such as marinated meats and breaded fish ready for cooking', the Grocer revealed.
Andrew Staniland, Morrisons' new trading director, told the Grocer: "The crisper, cleaner look is underscoring our value credentials, together with a tighter focus on customer favourites, some great innovations, and some wonderful new products."
The changes are expected to be rolled out in the next few months across all of Morrisons UK stores.
Morrisons in Warrington was one of the early stores to experience the revamp, where around 2,500 stock keeping units (SKUs) were replaced by 500 fresh products.
SKUs represent individual product lines.
The revamp to stores comes as it was revealed earlier this week that Morrisons would be expanding its More Card loyalty scheme to include over 300 big name brands.
Those who have a More Card can now earn points shopping via the Morrisons More App or More website, with partners including big brands such as eBay and Just Eat.
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Customers need to log into their Morrisons More App or the More website to browse, then click through to a partner retailer and complete their purchase.
It also emerged on Wednesday (May 21) that Morrisons had signed an exclusive deal to sponsor the fourth season of Jeremy Clarkson's Amazon Prime hit Clarkson's Farm.
Each episode aired in the UK will feature one 10-second ident, which is the only pre-show advert and connects the Morrisons brand to the series.
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