Morrisons Daily franchisees are to receive the supermarket’s new own-label budget Savers range, after its chief executive, David Potts, pledged it would be rolled out in small shops. 

The range, which has nearly 300 lines, was relaunched earlier this year to help more budget-conscious customers. 

Multi-site Morrisons Daily franchisee Shahid Ali welcomed the move, adding the average margin on some products was 25%. 

Ali told Better Retailing: “There’s a good range of staple products across the range and I can see it being popular. I’ve got customers looking for more affordable products. For example, a 100g jar of coffee costs £1.15 in the Savers range, compared with £2.20 from similar products. Similarly, teabags cost 80p, compared to £1.50. 

“There’s going to be more products available over the coming weeks as well. 

“So far, the range looks quite good in comparison with other own-label products, and Morrisons is listening to our feedback on what we want for our customers.” 

Potts promised the range would be rolled out to stores last week, after he was grilled by MPs on how the supermarket would help low-income communities. 

He added that the distribution of Savers into the stores would apply in areas where communities relied on more affordable groceries the most. 

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