Morrisons Launches NuMe!

English grocer Morrisons is set to launch the first of more than 300 products in a new healthy eating Private Brand in the coming weeks.

The ‘NuMe’ brand, will consist of 315 new chilled, frozen and ambient products, will replace the retailer’s current Eat Smart Private Brand. Morrisons is launching 18 yogurts under the NuMe banner next week – including “skinny fools,” yogurt drinks and fromage frais. The remainder of the brand will hit shelves over the next four months. The new brand was created by the UK based agency Williams Murray Hamm. The branding uses a white typographic logo on a greenish-yellow background, with the ‘NU ME’ letters surrounding the black and white Morrisons ‘M’.

According to Morrisons, the NuMe branding use a new labeling system that ‘aims to demystify health cues and help shoppers navigate for healthier options more simply’ using a ‘clear, simple iconography’ to easily display information about calorie content and the product’s contribution to the recommended five-a-day portions of fruit and vegetables.

Morrisons said innovation had been key to the development of the new range, with its chefs and nutritionists concentrating on “clear healthier benefits that don’t compromise on taste or, importantly, value”.

As well as the new products, Morrisons claims to have developed a system of labeling that aims to demystify health cues and help shoppers navigate for healthier options. It said the new packs would feature a clear iconography that covered everything from calorie control to five-a-day, as well as explaining why each product was a healthier option.

“NuMe is about making it easier for customers to make healthier choices in store, while not compromising on taste, quality or affordability,” said Morrisons own brand director Belinda Youngs.

NuMe is the third major pillar of the retailer’s Private Brand portfolio optimization and refresh, which will include more than 10,000 sku’s. The

Morrisons said sales of the M Kitchen ready meal Private Brand it launched in October were up 38% on the same category last year, It is also understood its basic/value Private Brand M Savers is outperforming its predecessor Morrisons Value by over 40%.

The overhaul is being led by Coley Porter Bell, for which the British consultancy has created packaging for the M Savers value range and M Kitchen ready meals.



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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.