Judges hailed the “impressive scale”, “clarity of offer” and “formidable execution” of Morrisons’ new premium range, which has already delivered significant sales growth.
Leveraging the retailer’s strong supply chain relationships and food-producing heritage, The Best is a classic example of a good idea done well, they said. Every aspect of The Best range shouts quality - from the mouthwatering recipes to the carefully selected ingredients and “classy” packaging. And it was no mean feat, with an initial lineup of 470 products, and 100 more rolled out for Christmas.
Not only did the launch result in an immediate uptrade by shoppers, with over two million Best products sold in the first month, but it helped Morrisons deliver its best Christmas performance for seven years - a “fantastic” result that “fits perfectly into the narrative of a retailer on bounceback” the judges said.
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