From today, Morrisons is to introduce a range of entry-level products into its convenience stores across the UK, in a move believed to be a first in Britain. The Savers products will be available in over 500 Morrisons Daily stores and will be the same price as in Morrisons supermarkets.
The roll-out will start with 10 products including washing up liquid, toilet rolls and sausages followed by a further 30 products in the coming weeks. The additional items will include key essentials such as eggs, ham, juice, butter, cheese and mince.
Morrisons is also cutting the price of 18 high-volume products in its Morrisons Daily stores from today including both 2 and 4 pint milk, bread and tomatoes.
Morrisons acquired the McColl’s convenience business from administration in May 2022 and has so far converted 500 into Morrisons Daily stores. On conversion, the instore prices have been reduced by around 12% as the stores adopt the full Morrisons convenience range.
David Potts, Morrisons Chief Executive, said: “Inflation is stubbornly high and the cost of living is showing no signs of reducing. Speaking plainly, the reason that convenience stores don’t stock entry price point products is because they make very little, if any, money and do not fit with the significantly higher cost structure of convenience stores. But customers - especially those living in areas without easy access to a supermarket - have told us how much they would appreciate it at this difficult time and so we are doing it.”
“Our Savers range is incredibly popular in our supermarkets and offers outstanding value and good quality. Recent research has shown that Savers is the UK’s fastest growing value range and we are proud to be the first major UK supermarket to introduce some key products from the range into convenience stores all over the country.
“The 500 stores that will stock the range are mostly wholly-owned Morrisons stores but a number of franchise partners have kindly agreed to stock Savers products. I want to thank those partners for agreeing to this move and to acknowledge that they are doing so because they want to play their full part in helping people through the cost of living crisis.”
Morrisons has recently relaunched its Savers range and added 56 new lines and redesigned its packaging to help its customers enjoy good quality food at affordable prices. A total of 217 products are now included in the Morrisons Savers range including everything from cupboard essentials like bread and rice to freezer fillers such as chicken fillets and mince.
