In addition to the new range and new baking methods, the retailer has also introduced new packaging to display the products.
Morrisons’ in-store bakers will be introducing over 30 new lines including hand-dimpled Foccaccia, Tiger Paw, Sourdough Boule and Chocolate Twists.
Over 40 lines have been improved after a rigorous benchmarking process such as the Fruit Scones and Teacakes which now contain double the amount of fruit for the same price.
As well as streamlining the range and introducing new and improved products, the packaging has been changed to reflect the look and feel of the new bakery.
Rustic-looking paper and unbleached cardboard will be used to wrap the products and reinforce the ‘Baked by Us’ message, the supermarket said.
The new launch is part of a two-year own brand review that will also see Morrisons’ brand tiering evolve from a ‘good-better-best’ model to one that reflects customer’s needs.
Source: Morrisons
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