About Morrisons
Morrisons is one of the United Kingdom's largest supermarket chains, with a proud heritage stretching back over 125 years to a humble egg and butter stall in Bradford Market. Founded by William Morrison in 1899, the company has grown from its Yorkshire roots into a national retailer operating approximately 500 supermarkets and over 1,700 Morrisons Daily convenience stores across England, Scotland, Wales, and Gibraltar. Uniquely among major UK supermarkets, Morrisons operates a vertically integrated model, producing a substantial proportion of its own meat, fish, fruit, vegetables, and baked goods from manufacturing sites across the UK. British Heritage and Market Position The Morrison family story is central to understanding the brand. William Morrison started as an egg and butter merchant at Rawson Market, Bradford in 1899. His son Ken Morrison took over in 1952 aged just 21, transforming the business by opening Bradford's first self-service store in 1958 - revolutionary at the time for having prices on products and three checkouts. The first full supermarket, 'Victoria', opened in Bradford's Girlington district in 1961, and the company floated on the London Stock Exchange in 1967. The landmark acquisition of Safeway in 2004 for £3.3 billion transformed Morrisons from a regional northern chain into a truly national player, adding 479 stores and creating what was then the largest store conversion programme in British retail history. Today, Morrisons commands approximately 8.6% of the UK grocery market, ranking as the fifth largest supermarket behind Tesco, Sainsbury's, Asda, and Aldi. The company was taken private in 2021 when American private equity firm Clayton, Dubilier & Rice (CD&R) acquired the business. Headquartered in Bradford, Morrisons employs tens of thousands of colleagues across its retail and manufacturing operations. The company sources more fresh food directly from British farmers, growers, and fishers than any other UK supermarket, working year-round with over 2,700 farmers and growers. Product Ranges and Own-Brand Excellence Morrisons operates a clear tiered own-brand strategy spanning value to premium offerings. Morrisons The Best represents the premium tier, featuring over 800 exceptional products. In September 2025, Morrisons launched its biggest fresh food reset in a decade, introducing 500 new products including an 'ultra-premium' tier and 400 new fresh food items. The range includes standout products like 14-Day Matured Fillet Steak, Good Housekeeping Award-Winning 30-Day Matured Rib Eye Steak dry-aged on the bone, and Jumbo King Prawns. The Best Dine-In meal deal at £10 offers a starter, main, side, and dessert - £5 cheaper than equivalent Sainsbury's and Tesco offerings. New 2025 summer additions include brisket burgers with kimcheese, tandoori king kebabs, and cheddar & onion muffins. Morrisons Savers provides the value tier, offering over 220 essential products at budget-friendly prices. Relaunched in 2023 with new blue and white packaging amid the cost-of-living crisis, Savers covers weekly essentials from baked beans and pasta to toilet rolls and washing-up liquid. Morrisons was the first UK supermarket to stock value-range products in convenience stores, with Savers items available in over 500 Morrisons Daily branches at the same prices as larger stores. Savings of up to 73% versus standard own-brand (spaghetti down from 75p to 20p) make this range compelling for budget-conscious shoppers. Market Street Fresh Food What truly distinguishes Morrisons from competitors is Market Street - the in-store fresh food concept featuring staffed counters with skilled butchers, fishmongers, bakers, and deli experts. The Butcher's counter offers fresh meat sourced directly from British farmers, hand-prepared by experts who will cut exactly what customers need and offer cooking advice. The Fishmonger counter prepares fish fresh from Grimsby and Cornwall, with staff who skin, de-bone, and fillet to order - plus free ice to keep purchases fresh. This commitment to craft and expertise creates a shopping experience more akin to traditional markets than typical supermarkets. Dietary Information and Special Requirements Morrisons' Free From range caters to those with dietary requirements including gluten-free, dairy-free, and other allergen-free needs. Products span pasta, bread, snacks, sweet treats, and ready meals, clearly labelled for confidence. The range includes options suitable for vegetarians and vegans, supporting coeliac and lactose-free diets. Notably, Morrisons offers some products that are both vegan AND gluten-free, including meat-free nuggets rated among the best available. For Christmas 2025, Morrisons' vegan range features five festive products in The Best range including the Plant Revolution No-Turkey Joint with Onion & Herb Stuffing. However, shoppers should note that gluten-free products typically cost more - for example, standard pasta at 95p versus gluten-free at £1.20 per 500g. Value Proposition and More Card The Morrisons More Card offers genuine value for regular shoppers. Members earn 5 More Points on all qualifying products, with 5,000 points converting to a £5 'Fiver' voucher. More Card Prices provide exclusive discounts averaging around 25% according to Which? analysis - meaning a £20 basket of member-priced items saves £5 instantly. In May 2025, Morrisons expanded the scheme with 'More Partner Points', allowing members to earn points with over 300 participating brands including eBay, ASOS, Just Eat, and Expedia through the app or website. The programme also integrates with Deliveroo for earning points on delivery orders. For families, the Baby & Toddler club provides additional discounts for parents of children under 5. Estimated annual savings for someone spending £2,000 at Morrisons reach £20-30 through points and More Card Prices combined. Delivery and Online Shopping Morrisons offers comprehensive home delivery via groceries.morrisons.com, with hundreds of convenient slots 7 days a week including 1-hour precision slots and 4-hour saver options. Minimum order is £25, with a £3 small order charge on orders under £40 (waived for Delivery Pass holders). In October 2025, Morrisons launched 'Morrisons Now' - a rapid delivery service promising fresh food in as little as one hour. Customers can order up to 30 items with a £15 minimum and £4.50 delivery fee, initially from 158 stores expanding to 420 nationwide. Orders can be tracked in real-time from store to door. Additional delivery options include partnerships with Deliveroo, Uber Eats, Just Eat, and Amazon grocery delivery, making Morrisons products accessible across multiple platforms. Competitive Position In the UK supermarket landscape, Morrisons offers a distinct proposition. On shelf-edge prices without loyalty cards, Morrisons often beats Tesco and Sainsbury's in weekly price comparisons. However, when Clubcard and Nectar discounts apply, those rivals can undercut Morrisons by small margins. The Grocer's price analysis frequently shows Morrisons, Tesco, and Sainsbury's within pounds of each other for a typical weekly shop. Morrisons' true competitive advantage lies in fresh food quality through Market Street's staffed counters and vertical integration - areas where it genuinely differentiates from all competitors. The Best range's £10 dine-in deal also represents better value than equivalent Sainsbury's (£15) and Tesco (£15) offerings. Summary From William Morrison's Bradford market stall to nearly 500 supermarkets nationwide, Morrisons has built its reputation on fresh food excellence backed by British farming partnerships and skilled counter staff. Whether seeking premium The Best products, budget Savers essentials, or expertly prepared fresh meat and fish from Market Street, Morrisons offers genuine quality across all price points. With the More Card delivering meaningful savings and flexible delivery options including rapid one-hour service, Morrisons remains a compelling choice for shoppers who prioritise fresh food quality and value.