Morrisons Launches NuMe!

Christopher Durham May 3, 2012 0

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

Vice President of Retail Brands at Theory House

Christopher Durham is the founder of My Private Brand and the VP of retail brands at Theory House, the branding and retail marketing agency. He is a consultant, strategist and retailer with close to 20 years of real-world retail and corporate experience creating, launching and building billion dollar Private Brands.

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