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Morrisons to reintroduce Safeway brand to food retail market

RBR Staff Writer Published 23 November 2016

Supermarket chain Morrisons is all set to reintroduce the Safeway brand as a range for wholesale to independent retailers.

The company said it will develop a portfolio of convenience offerings for wholesale to independent retailers, which will be available from early 2017.

The move will allow the company to use its sourcing and food maker skills, giving independent retailers' customers access to products.

Morrisons also announced that it will pilot a convenience food offer in ten Rontec petrol station shops, with logistics services provided by Palmer & Harvey.

The company is already trialling a convenience offer with another forecourt operator, Motor Fuel Group.

Morrisons 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.”

Rontec chief executive Gerald Ronson CBE said: “We are constantly looking for ways in which we can improve the service and product range we offer to our customers and are pleased to be working together with Morrisons on this pilot.”

Four of the Morrisons Daily convenience shops, each of 3,000ft2 size, will open their doors before Christmas while the remaining will open in January.

The Morrisons Daily concept was introduced last year with the convenience stores offering fresh and frozen foods including sandwiches, fruits and vegetables, fish, meat among other groceries.


Image: Morrisons to revive Safeway brand as a range for wholesale to independent retailers. Photo: courtesy of Rept0n1x and Wikipedia.