Morrisons will overhaul its UK supermarkets by scrapping 2,500 items and replace them with premium farm shop style products, according to reports.
The revamp – which is already underway in some UK stores – is being dubbed ‘Morrisons Magic’ and will be led by Director Andrew Staniland, as first reported by The Grocer.
Its Warrington store has already undergone the transformation as part of an initial trial period which saw it add 500 new items to its range while removing 2,500.
After the success, it is believed Morrisons could roll out the wholesale changes across all of its stores in the coming months.
Morrisons’ revamp will reportedly focus on its Market Street range, where shoppers can currently purchase fresh meats, fish, greens and baked goods.
This area in stores is set to be transformed into something resembling a farm shop, marketed at both rookie and skilled home cooks.
These products will be sold in foil trays in which meats will be sauced, marinated and breaded before being sold ready to cook in an attempt to give items a ‘premium’ feel.
Its new ready meal range will also allegedly feature a collaboration with sushi chain YO! in a move to widen its selection of cuisines.
The planned overhaul is good news for bargain hunters with Morrisons having a ‘laser focus on clear pricing and value’.
This is said to include promotions on items like squash, bread and biscuits for as cheap as £1 or two for £3.
There will also be a three for £5 fresh fruit deal, a ‘pick and mix’ style bakery and pizza offer.
However, its new meal deals will cost £6, a rise from £4 currently.
Mr Staniland told The Grocer: ‘It’s early days, we are testing and we are learning, but the Morrisons Magic programme is now well underway.
‘The trial in Warrington is going really well and customer reaction has been fantastic. Market Street’s modernisation is continuing at speed and the farm shop influence and added-value fresh products is really catching our customers’ eyes.
‘And through the rest of the store the crisper, cleaner look is underscoring our value credentials, together with a tighter focus on customer favourites, some great innovations and some wonderful new products.’
Morrisons has long insisted that its Market Street range is pivotal to the quality of its stores and would not be scrapped in future plans.
But the chain announced in March that it would be closing 72 fresh meat and fish counters, and 13 florists across its store estate in an aim to cut costs.
It also closed 52 supermarket cafes, 17 convenience stores, and 18 branches of its Market Kitchen.