Morrisons has officially relaunched its healthy eating own label brand Eat Smart.
The products have been reintroduced to stores over the past few weeks, with a total of 79 now on shelves. A spokesman for the retailer said that a handful more products would be launched under the brand over the next few weeks.
Eat Smart was replaced by NuMe in 2012, and is the second Morrisons own label brand to make a comeback recently. Last year it resurrected its The Best premium brand, a move the retailer said contributed to its successful Christmas trading. Morrisons’ like-for-like sales were up 2.9% for the nine weeks to 1 January.
While some NuMe products remain on sale, the range will be phased out as stock runs out.
“Customers tell us that when it comes to ‘healthier’ food it is really important that there is no compromise on flavour,” said Morrisons company nutritionist Bryonie Hollaert. “We also know that customers have different requirements from our healthy food range and we’ve introduced Eat Smart to meet these different needs.”
The new range will feature a dark purple and yellow Eat Smart leaf design on pack, which highlights the nutrition claims.
The retailer said Eat Smart aimed to help customers in three distinct ways. The first of these is counted products, such as Morrisons Mexican Spiced Chicken & Bean Soup, which are targeted at consumers aiming to manage their weight by counting calories. The range includes low or reduced fat foods, which also aim to keep sugar as low as possible, and show WeightWatchers SmartPoints.
The second, it said, was balanced meals such as Morrisons Eat Smart Balanced Chicken Thai Red Curry & Rice, which always contain one of thr ‘5 a day’ and is a source of protein.
The final way, it claimed, was endorsed products that make it easier to find healthier categories or the healthiest products within a category by highlighting the nutritional benefit. Products in this category include Morrisons Soft Figs, which are a source of fibre.
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