The move will see current product leaders Rustlers and Zugos moved from their existing fixtures, leaving Taste Inc as the sole brand on-shelf.
With Morrisons accounting for 16.5% of the total retail microwave snacking category (Kantar World panel data Sept 2013), they are currently positioned at No 2 in the market.
“We are absolutely thrilled to have agreed such an exciting deal with Morrisons,” said Chris Wenham, commercial and marketing head at Taste Inc. “Achieving this deal after less than a year of trading really demonstrates how much we are pushing the brand and the sector.”
Taste Inc is investing £1.2m in a marketing and PR campaign to help raise the brand profile.
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