WM Morrison Supermarkets Plc

WM Morrison Supermarkets Plc

January 14, 2007 06:53 ET

Eating Smarter Made Easy From Morrisons

LONDON, ENGLAND--(CCNMatthews - Jan. 14, 2007) - Morrisons is helping its customers switch to a healthier lifestyle this year with a national 'Eating Smarter' campaign rolling out throughout stores nationwide.

The campaign aims to inspire and encourage Morrisons shoppers to make healthier food choices. It includes:

- Morrisons first ever customer healthier eating magazine, 'Let's Eat Smart' - a free 92 page magazine packed with healthier food ideas, recipes, hints and tips

- A website dedicated to healthier eating, www.letseatsmart.co.uk, with hints and tips, food choices and menu ideas

- Press advertising across national and regional publications

- The relaunch and extension of Morrisons healthier eating brand, Eat Smart, bringing the total to over 200 products, with over 30 new products planned for launch in the first quarter

- In store signage and leaflets to help customers make healthier choices during their weekly shop

- '5 a day' labelling is being introduced across chilled, produce, grocery and frozen food ranges

- Guideline Daily Amount (GDA) labelling, already on over 2500 products, is being extended to all new products and packaging redesigns

Michael Bates, Marketing Director said, "We all want to eat smarter but do not always have the time or knowledge to achieve our goals. Morrisons healthier eating campaign has been developed to inform and inspire our customers to help them shop for a balanced diet. The Eat Smart and '5 a day' labelled products are easily recognisable as healthier, convenient options within store, helping our customers to make informed choices about the foods they buy and eat."

Fiona Hunter, Nutritionist said, "A good diet is important for health and wellbeing. A healthy and balanced diet can help to maintain a healthy body weight and reduce the risk of heart disease, stroke, diabetes and osteoporosis. Morrisons Eat Smart range includes meals that are either calorie controlled or contain less fat or sugar than standard products. The campaign will help customers to make healthier new year resolutions which are easy to stick to."

Morrisons Eating Smarter campaign is ongoing throughout 2007, with plans to issue the second customer magazine later in the year.

Notes to Editors

Let's Eat Smart Magazine

Available in stores from 15th January, Let's Eat Smart is a free, 92 page healthier eating magazine for customers, packed with simple advice, inspirational ideas and editorial features to engage and entertain, whilst encouraging the whole family to switch to a healthier diet, without compromising on taste.


Live week commencing 15th January, this website provides browsers with healthier eating tips, food choices and menu ideas. This will be regularly updated with new products and features.

Press Advertising

Advertising in national and regional press promoting healthier options in store, and special offers on a range of own label and branded products.

Eat Smart Range

Changes to Morrisons Eat Smart range include the addition of 60 products in the last three months. What's more, many of these are on Buy One Get One Free Offers now and throughout the year. Over 30 new products are planned for launch in the first quarter.

The 'Eat Smart' range includes the following categories: 'Eat Smart Diet', 'Eat Smart Reduced' and 'Eat Smart Nutrition', all clearly identified with modern, easily visible logos and front of pack GDA labelling.

In Store Signage

Free leaflets with information about GDA labelling and the different ranges are available to pick up in store. Posters will be displayed both in-store and externally, encouraging customers to look out for the Eat Smart and 5 a day logos, and providing them with examples of healthy foods which can be purchased during their weekly shop.

5 a Day

Fruit and vegetable products across chilled, produce, grocery and frozen food ranges will be labelled as 1 or more portions of the Department of Health's recommended '5 a day'.

GDA Labelling

Morrisons has introduced Guideline Daily Amount (GDA) labelling on the front of over 2500 of its products, including the whole of the Eat Smart range. These provide 'at a glance' nutritional information to help customers make informed choices about the foods they eat and how each product fits in with their overall diet.

About Morrisons

Morrisons is the UK's 4th largest supermarket with an 11.8% market share. Quality, value and unbeatable service is experienced by nine million customers every week throughout Morrisons network of over 370 stores. The Company currently employs more than 120,000 people in its stores, factories, distribution centres and head office functions.

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