Morrisons launches major range review

Date : 19 January 2021

Nick Gladding

Senior Retail Analyst

Morrisons has announced plans for a major range reset, which will see it review more than 170 products during 2021, as reported by The Grocer. 

Providing more value for money

According to the report, Andy Atkinson, Morrisons’ group commercial director, told suppliers about the review at an online conference this week. The range review’s aim, which will start in the spring, is to make it simpler for the shopper and for it to provide more value for money. According to Atkinson, the strategy will include fewer promotions and further price cuts. This will be in addition to more than 1,000 price-cuts launched in 2020 by the retailer.

Morrisons will ensure all products in the range are easy to open, replenish, recycle, shop, and identify. The retailer will also remove products high in fat, salt, and sugar from its promotional strategy. This is following the government’s announcement that promotions on foods high in fat, salt or sugar (HFSS) will be restricted from April 2022 in a bid to encourage shoppers to make healthier choices. As well as rationalising the range, Atkinson told The Grocer the strategy will also lead to the launch of new products.

The retailer will use a tool called Morrisons Edge to support the range review, using sales information from its data partner, IRI, as well as its loyalty card programme.

Looking for more insight?

Retail Analysis subscribers can see inside the first of Morrisons innovative standalone Market Kitchen stores here.

Subscribers can also review our analysis of Morrisons’ current strategic priorities and what they mean for suppliers in our Strategic Outlook for Morrisons report.

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