Morrisons to reintroduce Safeway brand to food retail market

Morrisons, the Bradford-based supermarket chain, is set to reintroduce the Safeway brand.

Back in 2004, Morrisons acquired the rival supermarket chain in a £3bn deal before rebranding or selling its 479 stores a year later.

However, after an 11 year absence the Safeway brand is set to make a return to the food retail market.

The revived brand name will appear on a new fresh food range Morrisons plans to make and sell to wholesalers.

Morrisons will begin distributing the new range of food and grocery products early next year, which will then be on shelves of independent retailers across the UK.

In addition, the supermarket chain also plans to trial ten Morrison Daily stores in petrol stations as a result of a new deal with operator Rontec and wholesaler Palmer and Harvey.

This move comes just 14 months after Morrisons sold 140 M Local stores due to poor sales results.

David Potts, the chief executive of Morrisons, 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.”