Morrisons is set to launch the first products in a new 300-strong healthy eating own label range next week.
The ‘NuMe’ range, which consists of 315 new chilled, frozen and ambient products, will replace the retailer’s current Eat Smart range. Morrisons is launching 18 yoghurts under the NuMe banner next week – including skinny fools, yoghurt drinks and fromage frais. The rest of the range will hit shelves over the next four months.
The Grocer revealed in July that healthy eating was likely to be a major push in Morrisons’ ownlabel overhaul, with the retailer stripping out fat, salt and sugar from its products under the guidance of executive chef Neil Nugent.
Morrisons said innovation had been key to the development of the new range, with its chefs and nutritionists concentrating on “clear healthier benefits that don’t compromise on taste or, importantly, value”.
As well as the new products, Morrisons claims to have developed a system of labelling that aims to demystify health cues and help shoppers navigate for healthier options. It said the new packs would feature a clear iconography that covered everything from calorie control to five-a-day, as well as explaining why each product was a healthier option.
“NuMe is about making it easier for customers to make healthier choices in store, while not compromising on taste, quality or affordability,” said Morrisons own brand director Belinda Youngs.
NuMe is the third major strand of the retailer’s own-label refresh, which will cover 10,000 lines. Morrisons said sales of the M Kitchen ready meal range it launched in October were up 38% on the same category last year, It is also understood its budget own label M Savers range is outperforming its predecessor Morrisons Value by over 40%.
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