WM Morrison Supermarkets Plc

WM Morrison Supermarkets Plc

February 02, 2007 07:27 ET


New Year, New Resolutions, New Challenges, New Results!

LONDON, UNITED KINGDOM--(CCNMatthews - Feb. 02, 2007) - During January, most people make resolutions about changing their lifestyles - giving up smoking or switching to a healthier lifestyle to name but two. However, at Morrisons we have seen many success stories which our health conscious customers should be extremely proud of:

- Sales of WeightWatchers wine have increased by a staggering 155% in the last week alone compared to the last week before Christmas. With only 80 calories and a WeightWatchers points value of 1 per 125ml glass+, our customers have still been enjoying a glass or two of wine without the headache of piling on the pounds.

- During the same period, sales of own label green tea have doubled. Being a natural source of antioxidants which are known to be beneficial to heart health++, green tea is fast becoming an integral part of our customers diet's as well as contributing towards their recommended daily fluid intake.

- In the first four weeks of 2007, sales of the Morrisons Eat Smart range have increased by 86% against the same period in 2006. The range only contains products that are either calorie controlled or contain less fat or sugar than standard equivalents.

- Annual like for like sales of blueberries (which are a rich source of fibre, calcium and vitamins A and C as well as having more antioxidants than most other fruit and vegetables+++), have increased by a mouth watering 30% throughout January. Obviously, our customers have made good use of their smoothie makers from Father Christmas.

- With increases in fruit traditionally eaten at breakfast such as grapefruit (14%) and melons (7%) too, it is evident that our customers have placed increased importance on getting their '5 a day'.

- And, with the government's current and hard hitting anti-smoking campaign, sales of smoking cessation products were up by a total of 68% during January versus the same period last year.

It is evident that for some, their New Year's resolutions are still going strong. Martyn Jones, Senior Trading Director summed up the start to the New Year: "From nicotine replacement therapy to low calorie wines and fruit, it is great to see so many customers embracing their New Year's resolutions. With February now upon us, I hope that we can continue to motivate people through our ongoing Eat Smarter campaign+++++."

Notes to Editors

+ Source: www.weightwatchers.co.uk

++Source: www.tea.co.uk

+++Source: www.bbc.co.uk/food

+++++Morrisons Eating Smarter campaign is ongoing throughout 2007, with plans to issue the second customer magazine later in the year. The campaign 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 healthier eating website, www.letseatsmart.co.uk with hints and tips, food choices and menu ideas

- Press advertising in national and regional newspapers

- Leaflets and posters in store to help customers make healthier choices during their weekly shop

- The introduction of '5 a day' labelling on fruit and vegetables across chilled, produce, grocery and frozen food ranges

- Guideline Daily Amount (GDA) labelling, already on over 2500 Morrisons products, which will be added to new products and packaging designs throughout 2007

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