Morrisons is relaunching its entire own-label bread range and switching to 100% British-sourced wheat.

The new line-up, which rolls out to stores next week under the Baked By Us label, comprises 90 lines and replaces the retailer’s existing own-label offer. 

Among the 90 products are 20 lines described as ‘artisan’ by Morrisons, including a Sunflower & Pumpkin loaf (rsp: £1.29/ 800g), a batched Tiger loaf (rsp: £1.20/ 800g), mini batched white/malted rolls (rsp: 90p/six-pack) and a Stoneground Wholemeal loaf (£1.20/800g).

Morrisons said the range, produced at its own central bakeries, was designed to make it the destination retailer for bakery shopping. “We have listened to our customers and undertaken the biggest-ever review of our products,” said Michael Bates, category director for bakery and chilled desserts. “The Baked by Us range is made using 100% British wheat and provides a wide variety of choice and price points.” 

The bakery activity was part of a wider two-year review of Morrisons’ own-label ranges, which will see more than 10,000 new or revised products hit shelves. The retailer is to evolve its brand tiering away from the ‘good-better-best’ model and towards a focus on four consumer needs - convenience, responsibility, freshness and budget.

The first products in the own-label revamp were rolled out by the retailer last month under the M Kitchen label. The 150-strong convenience range, which includes a bistro offer and Asian and tapas style dishes, was developed by Morrisons’ executive chef Neil Nugent, who joined the business from Waitrose in February.

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