Morrisons set to overhaul bread selection

07 November, 2011
Page 4 

Morrisons is to launch a major revamp of its bread range next week. A new 'Baked by us' range will use 100% British wheat and is to be rolled out across the supermarket's 467 stores as part of an 'extensive' refresh for the retailer.

The launch will see 20 new artisan lines hit the shelves, as well as recipe and design improvements across 70 new lines. The new range includes 800g Farmhouse, Sunflower and Pumkin, Oat & Barley, and Batched Tiger loaves, at 1.20 each.

Michael Bates, category director for bakery and chilled desserts, said: "Bread is such an important part of the weekly shop that we want to ensure we are giving our shoppers the best possible offering. We have listened extensively to what our customers have told us and undertaken the biggest ever review of our products. The Baked by us range is made using 100% British wheat and provides a wide variety of choice and price points."

The revamp to Morrisons' range comes as the major retailers are looking to promote a 'point of difference' in their bread offers. In September, Marks & Spencer revealed it was relaunching a number of its in-store bakeries. Asda has also been working with regional food group Heart of England Fine Foods (HEFF) to extend its range of local food and drink, with a key focus on bakery and Sainsbury's has seen its bakery college achieve City & Guilds recognition.

The bread revamp is part of a wider two-year review by Morrisons of its own-label ranges, with more than 10,000 new or revised products now being developed.

The move to 100% British wheat apes its commitment to only selling 100% British beef, lamb, pork and poultry.

Morrisons currently bakes more than 1.7 million loaves, 2 million rolls and 450,000 muffins every week both in-store and via its own bakeries.





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