Metropol

Pete wrote:

Does anyone else find this bit of POS really annoying?

It definitely looks more promising than the older packaging that did seem to smack of cheapness. I take it this is occurring across the estate and not just in the fancy new stores? Might take a trip up to Dundee morrisons to have a try. I've always felt Morrisons own brand ready meals had been distinctly sub-par.

It is nationwide and even more lines are out today, it looks superb.

Is it just me, or are these mostly repackaged existing products?

Meals for us? Who is "us"? If it's a sign in a shop, it looks like "Meals for Morrison's staff". And it immediately ostracises single people too, who are one of the biggest markets for ready meals.

Meals for us? Who is "us"? If it's a sign in a shop, it looks like "Meals for Morrison's staff". And it immediately ostracises single people too, who are one of the biggest markets for ready meals.

Nope, they've thought of that too with 'meals for me'.

Everything has been repackaged but I'd estimate 40% are new lines, the best has disappeared now and most of them are new lines but there's a new range of tapas / sharing style food too.

Well today I made a little visit to my local Morrisons (a new build about two years ago) to investigate this M Kitchen stuff. Here are my bullet pointed comments for I cannot be bothered to write in sentences.

• M Kitchen branding is average to be honest. Not really impressed by the standard branding which appears to be about two years out of date design wise and the bistro range appears rather a rip off of M&S.
• What is it with Morrisons and dump bins? They just clutter every bloody asile and make it really tricky to navigate the store
• I did notice a section of unusual fruit and veg which caught my eye. Quite exotic things which given the store's location in hardly the poshest part of town stood out even more.

One thing I'd never have noticed myself, that was pointed out by Mr Hyma who was tagging along, was just how utterly hideous Morrisons Value packaging is.

Now I'd only considered this before on a design level but it was pointed out that if you're not well off and have to rely on value products, the current Morrisons branding is verging on the level of poverty taunting. It's so obviously "LOOK AT ME I AM CHEAP" that it's rather depressing just even thinking about having to buy and eat the stuff.

Tesco Value meanwhile appears to have changed tack in recent years. Whilst the packaging is still basic, it tends to have photo of the food dominating the box with a much smaller, more subtle, tesco value logo, or in the case of things like bread, tends to be clear with a subtle logo rather than the older style white with massive value logo on it so often parodied. Sainsburys are also are quite subtle in their Basics branding often with a little excuse for why its cheap "same great taste, less uniform shapes". There isn't the sort of shame attached to having to buy the stuff than there is with Morrisons garish yellow boxes.

I think if they're wanting to get rid of The Best (which I think is a mistake) they should really consider doing something about the value range as its just nasty.

Pete wrote:I think if they're wanting to get rid of The Best (which I think is a mistake) they should really consider doing something about the value range as its just nasty.

Oh, well according to our good friend Sir Ken's blog, it's getting redone as "M Savers".

No relation to this lot, I presume.

And I'm inclined to agree that jettisoning "The Best" with no consistent successor is a risky strategy, with the Bistro line not appearing to be as instantly definable as the premium range.

Yeah, 'the best' theory was that to push the own label you couldn't flog more own label by indicating that it wasn't the best and you had to spend ££ to get 'the best'. If you follow?

Their thinking is there'll be a family of sub brands, so Bistro is exclusive to ready meals but there'll be a separate set of sub brands for cereals when they get done, same with cakes etc.

Bread is soon, pre packaged that is and of course Morrisons own the bakeries so there'll be some good innovation there.

What is it with Morrisons and dump bins? They just clutter every bloody asile and make it really tricky to navigate the store

New stores of the future, that is Kirkstall, St Albans, Woking (soon) Edinburgh Portobello Road do not have dump bins or any hanging POS from the roof.

SirKen wrote:

What is it with Morrisons and dump bins? They just clutter every bloody asile and make it really tricky to navigate the store

New stores of the future, that is Kirkstall, St Albans, Woking (soon) Edinburgh Portobello Road do not have dump bins or any hanging POS from the roof.

The old Safeway stores are ridiculous. If there is a dump bin in the aisle then trolleys can't navigate past.

Talk is Cleveleys is a definite for the 'lab' treatment next year. Ex Safeway store.

I want a Morrisons Christmas fleece.