McColls completes Safeway range roll out from Morrisons

McColl's has completed the rollout of supply by Morrisons ahead of schedule. A newly developed, supermarket-quality Safeway range is now available in 1,300 McColl’s stores nationwide.

Under the six-year wholesale supply agreement, fresh and ambient product lines stocked in 1,300 stores are now being supplied by Morrisons. This includes both branded lines, as well as a newly developed and exclusive range of 400 own-brand, Safeway items.

The agreement marks the return of the Safeway brand to UK shelves after more than a decade, bringing supermarket-quality products to McColl’s’ neighbourhood stores. Initial research has shown that chilled and fresh Safeway products are proving particularly popular, with ‘freshness’ and ‘Britishness’ two attributes resonating strongly with our customers.

Jonathan Miller, Chief Executive, said, 'Our partnership with Morrisons is fundamental to our strategy of growing our convenience offer, and I am delighted we have transitioned well ahead of schedule.

“The accelerated roll-out was a great achievement by both the McColl's and Morrisons teams, and it enables us to move through the second half of the year with a progressively stronger, simpler and more secure supply chain.

“We are particularly excited by the relaunch of the Safeway brand and early feedback has been excellent, with customers benefiting from the higher quality and competitiveness of the fresh and ambient products available.

“Looking ahead, we will now focus on firmly establishing Safeway with our customers as well as exploring opportunities to develop the range further.”