Morrisons becomes first supermarket to stock entry-level products in convenience stores

Morrisons is set to stock up to 40 of its own-brand Savers products in more than 500 of its Daily c-stores. The initial 10-product roll-out will start with items such as washing-up liquid, toilet rolls and sausages, with the further 30 products – including eggs, ham, juice, butter, cheese and mince – rolling out over the coming weeks.

The retailer said it would also be cutting the price of 18 high-volume products in its Morrisons Daily stores from today, including 2- and 4-pint bottles of milk, bread and tomatoes.

Morrisons Savers line totals 217 products from cupboard essentials like bread and rice to freezer staples such as chicken fillets and mince.

Morrisons chief executive David Potts said: “Inflation is stubbornly high and the cost of living is showing no signs of reducing. Speaking plainly, the reason that convenience stores don’t stock entry price point products is because they make very little, if any, money and do not fit with the significantly higher cost structure of convenience stores.

“But customers – especially those living in areas without easy access to a supermarket – have told us how much they would appreciate it at this difficult time and so we are doing it.

“Our Savers range is incredibly popular in our supermarkets, and offers outstanding value and good quality. Recent research has shown that Savers is the UK’s fastest-growing value range and we are proud to be the first major UK supermarket to introduce some key products from the range into convenience stores all over the country.

“The 500 stores that will stock the range are mostly wholly owned Morrisons stores, but a number of franchise partners have kindly agreed to stock Savers products.

“I want to thank those partners for agreeing to this move and to acknowledge that they are doing so because they want to play their full part in helping people through the cost-of-living crisis.”