Until now, the Yorkshire supermarket has had only a Morrisons own-brand and a Better Buy value range. The addition of a premium category follows in the footsteps of Tesco Finest and Sainsbury's Taste The Difference.
The logo is based on the existing The Best packaging, but the Morrisons trademark 'M' replaces the Safeway branding.
Morrisons confirmed that it would also take on Safeway's Eat Smart healthy-eating line as part of the merger between the retailers. Neither range has yet gone on-shelf, but they will eventually be rolled out across the combined company's portfolio.
Much of the merger activity to date has involved ditching Safeway's business model and replacing it with Morrisons' focus on price. The premium and healthy ranges will aid the supermarket's expansion in the South.
The biggest Safeway stores will be rebadged Morrisons, mid-sized shops will be named Morrisons Choice, and the smallest will become Safeway Compact.
_1.jpg)
.jpg)
