Morrisons to rebrand

- Published: 15 March, 2007

Morrisons is to change its logo and ditch its slogan "more reasons to shop at Morrisons", it was reported.

The supermarket chain is aiming for a new image and is set to make wholesale changes across the business, from its logo to staff uniforms as well as "de-cluttering" its stores.

The retailer is to re-market itself as "the food sepcialist for everyone".

The changes were announced as the company released its full-year results that showed pre-tax profits of £331m ($637m) up from £54m the previous year.

The company now has 11% of the grocery market following its purchase of rival Safeway in March 2004.

Morrisons is also reported to be undertaking a three-year investment plan which will include spending on tis manufacturing and distribution system. It's also rumoured to be considering a move into the convenience sector, something it has ignored in the past.

A greater focus on healthy and fresh foods will also form a big feature of the retailer's revamp.

However, analysts have dismissed some of the proposed changes as simply a bid to catch-up with some of its rivals.