UK grocer Morrisons has poached a senior marketing executive from the global dairy company and a co-operative owned by Danish, Swedish and German dairy farmers Arla Foods’ English business as part of plans to develop their Private Brands.
Danny Micklethwaite, previously Arla Foods UK’s marketing vice president, has joined the UK’s fourth-largest food retailer.
Micklethwaite will take on the newly-created role as head of development. He will report to Private Brand director Belinda Youngs, who joined Morrisons from Canadian grocer Sobeys in January this year. He will focus on the Private Brand review that is currently underway. The team also includes head chef Neil Nugent, who recently joined the retailer from Waitrose.
Morrisons CEO Dalton Philips has highlighted the importance of Private Brands and their strategic role of “true differentiation”.
This is an exciting opportunity for the number four retailer in the UK to truly break free and innovate – the real question is will they or will they create unique and differentiated Brands or will they follow Tesco, Waitrose and Carrefour and build price tiers?