Morrisons has revealed its refreshed produce packaging, which will be rolled out from 16 April, created by Coley Porter Bell and Stocks Taylor Benson.
The design has been streamlined, featuring clear references to the British sourcing of products, with on-pack customer messages also updated in order to increase clarity.
Andrew Garton, head of produce, said: “Our produce offer is the first thing our customers see as they enter our shops and we’re confident they will be blown away by the new range. We care passionately about sourcing the best quality produce for our customers and are committed to sourcing British wherever possible.
“This launch is the culmination of months of research and development and we look forward to hearing what our customers think.”
Morrisons has said that it is undergoing a two-year own brand review that will see Morrisons’ brand tiering evolve from a ‘good-better-best’ model to one that reflects customer’s needs.
In January, Morrisons updated its Value range with Coley Porter Bell.