Morrisons is to kick off the relaunch of its own-label range with the introduction of an M Kitchen range, it is understood.

M Kitchen has been developed by executive chef Neil Nugent and is thought to play a key part in the overhaul, according to Marketing.

Another range, Wm Morrison, a “signature” of the supermarket’s founder, will be used on products where the chain wants to flag up its century-old heritage.

Another sub-brand under consideration had been Live Well, which was a contender alongside M Better For You, to replace its healthy Eat Smart Range.

And the grocer is mulling whether to change its Value range to M Savers.

Other changes being mooted are M Kids, M Greencare and M Organic.

The premium range, The Best, is expected to be ditched.

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