Morrisons to revive Safeway brand
The supermarket giant said it is to pilot a convenience food offer, Morrisons Daily, in 10 petrol station shops owned by forecourt operator Rontec.
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Hide AdThis adds to the five it is currently trialling with Motor Fuel Group and comes a year after it sold off its struggling convenience store chain, M Local.
Four Morrisons Daily shops will open before Christmas and a further six in January.
Morrisons also plans to reboot the Safeway brand as a fresh food range for wholesale, selling to independent retailers from early next year. The food will be sourced from the supermarket’s 16 UK factories.
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Hide AdThe move will see hundreds of Safeway products return to British high streets for the first time since 2005. Morrisons acquired Safeway in 2004 for £3 billion.
Chief executive David Potts said: “These are two capital-light ways of growing in the convenience food market.
“By working with well-established partners and reviving the Safeway brand, we are making our products more accessible to more customers.”
Earlier this month Morrisons totted up a full year of sales growth, with its “biggest ever” Halloween helping to cement the supermarket’s turnaround under Mr Potts.