A new premium private-label range at UK retailer Morrisons is "already proving very popular", the retailer has stated, with over half of customer baskets over the Christmas period containing at least one of its Best products.
The Best range, which was launched in the autumn, comprises more than 500 items, 470 of which were launched last autumn, while another 100 were added for the Christmas period.
In a statement to announce its Christmas trading figures, Morrisons said, "Customer feedback on quality and breadth of the range has been excellent, and we see further significant potential for Best."
Another new addition that has helped bolster Morrisons' performance is the introduction of a new automated ordering system for grocery and many fresh categories, which the retailer says is the first of its kind at Morrisons.
© 2017 European Supermarket Magazine – your source for the latest retail news. Article by Stephen Wynne-Jones. To subscribe to ESM: The European Supermarket Magazine, click here.