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Morrisons rebrand scheduled for October start

Morrisons rebrand scheduled for October start

Thursday 31 May 2018

Morrisons rebrand scheduled for October start

Thursday 31 May 2018


Guernsey's Food Hall shops will start to be rebranded as Morrisons stores from October this year.

SandpiperCI; which owns the Food Halls in the Pollet, at L'islet and at St Peter's village, said the rebranding programme will take place over the autumn and winter, following the opening of the first Morrisons store in Jersey today.

L'islet Food Hall

The first ‘Morrisons Daily’ is at St Ouen’s Village - 15 more will follow before the end of October, when the rebranding programme will move to Guernsey.

The rebranding is part of wider franchise that Sandpiper announced earlier this year which includes a wholesale supply agreement with Morrisons.

Morrisons is currently the fourth largest supermarket chain in the UK and Sandpiper said the new partnership will create around 100 new job roles as most of the firm's Channel Islands’ mini-supermarkets are  rebranded as ‘Morrisons Daily’ stores.

shutterstock Morrisons

The stores will all be supplied with Morrisons own-brand merchandise, alongside other popular branded products as well as locally produced goods from more than 30 local suppliers.

Sandpiper’s CEO Tony O’Neill commented on the opening of the first Morrisons Daily in Jersey: “This is a significant step-change for our food retail operation.

"Morrisons substantial buying power means we will be able to lower our current Foodhall prices by at least 5% on an average shopping basket and significantly more on many of Morrisons own label products. The opening of the first store in St Ouen marks the start of a major seven figure investment programme. We will be working with local contractors to convert around one store every week which will include full Morrisons’ branding from store fascias to our colleagues’ uniforms."

He added that; “Morrisons is unique in making more than half its own fresh food products so we’ll be introducing the ‘Morrisons Makes It’ products which includes: fish, meat, bakery, fruit and veg. They’re also British farming’s biggest supermarket customer allowing our customers access to Morrisons- branded fresh meat which is 100 per cent British.”

As part of this agreement, Morrisons will also supply Sandpiper with its recently-revived, Safeway branded products along with further national branded products for Sandpiper’s other fascia stores. As Mr O'Neill explained, Sandpiper said this means that prices will be at least 5% lower when items are supplied by Morrisons. 

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