Morrisons is meeting with suppliers today to kick start a major own-brand review.

The grocer is meeting at Elland Road Stadium in Leeds to discuss implementing a new look, taste and feel for its own brand products.

Private brand director Belinda Youngs said it is “the most comprehensive review of the Morrisons brand ever conducted” and detailed that suppliers would be key to the success of own label categories going forward.

She added: “We are not only investing in our internal processes from shop floor to boardroom, we will invest time, money and expertise to train our suppliers to deliver the quality, innovation and excellence Morrisons are dedicated to supplying in store for our customers day in, day out.”

Training begins from June 15 and the first stages of the own brand development will be evident in stores from autumn.