Morrisons refuses to be part of discount battle

So far it has converted 31 stores and plans to have completed 48 by the end of June.

“We’re offering something really new in UK grocery,” said chief executive Dalton Philips. “We’re implementing it in the toughest part of the cycle but our direction is clear and the results have been encouraging. The changes we’re making are adding significant value to our consumers.”

He added rivals are increasingly creating a more “experiential” fresh offer.

Jefferies analysts said: “Peers have strengthened their produce offering, making Morrisons’ roll-out of a new, highly differentiated fresh format very timely.”