Morrisons is relaunching its in-store bakeries and has introduced new packaging to display the products. 

The grocer will complete a revamp of the in-store barkeries by the end of this month, providing a streamlined range with more variety.

Rustic-looking paper and unbleached cardboard will be used to wrap the products as the retailer looks to reinforce its Baked by Us tagline.

The new launch is part of a two-year own brand review that will also see Morrisons’ brand tiering evolve from a ‘good-better-best’ model to one that reflects customer’s needs, the company said. 

Morrisons’ bakery buying manager said Andy Clegg said: “Our in-store bakery will have a new look, new packaging and industry-leading products that will provide our customers with both a compelling offer and great value for money. 

“Thanks to our skilled bakers we are able to offer a more artisian experience in order to give customers more of the things they want – great food that’s affordable for everyone.”

The grocer has put 160 staff at risk at its Rathbones bakery in Wigan. Morrisons said it is expanding it Wakefield bakery operation and but Rathbones would not be able to expand as a result.

Morrisons plans to relocate as many staff as possible.