Morrisons is powering ahead with the expansion of its organic and Fairtrade ranges, as the grocer’s food strategy takes shape under chief executive Marc Bolland.

The Bradford-based grocer is to increase its organic range by a further 20 per cent this year, following a 140 per cent increase in the year to February 3.

Morrisons is also gunning to lift its Fairtrade range by a further 40 per cent this year, after a jump of 127 per cent in the range last year, albeit from a low base.

New food lines have played a key role in Morrisons’ sustained revival and attracting new customers, particularly in the south of England. For the 12 weeks to April 20, the grocer delivered an 11.4 per cent uplift in sales, according to TNS Worldpanel.

However, Morrisons missed its target of having all its own-brand products carry GDA (guideline daily amounts) labeling by March, only achieving this on 75 per cent of relevant products.

This week, Morrisons launched a TV and in-store ad campaign promoting its fresh and seasonal offer. Group marketing and communications director Angus Maciver said: “We are highlighting Jersey royals and spring lamb – we’re the only major retailer with 100 per cent fresh British spring lamb.”

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