Morrisons has poached two executives from Asda and Tesco to spearhead the development of its own-brand food.

The grocer has hired Eleanor Scott, Tesco’s central European product development manager, and Simon Mitchell, who was Asda’s head of brand product, responsible for its own-label strategy.

They will become joint heads of product development at Morrisons. The signings are a coup for chief executive Marc Bolland, who has nailed his colours to the mast of improving the grocer’s own-label food credentials, particularly its fresh offer.

The duo were placed by retail and consumer goods specialist headhunter Capitis Partners.

Morrisons’ performance has accelerated in the second half of this year, partly driven by a well-received ad campaign featuring TV presenter Denise Van Outen and football pundit Alan Hansen.

*Separately, Asda.com trading director Andy Brem is to join Carphone Warehouse as new business director in the new year.

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