We want to make healthy food affordable and available for everyone
Customers want food to be healthy and nutritious as well as affordable and readily available. During the pandemic, we temporarily changed our purpose to ‘feeding the nation’, with a focus on helping the most vulnerable.
Affordable food and drink
To help customers save on their shop, we have hundreds of products in our own-brand Savers entry price point range and have invested in hundreds of price cuts during the last year, backed up by stable prices every day.
Reducing calories, fats, sugar and salt
We’re continuing to reformulate our products to reduce calories, fats, sugar and salt. Year to date, we have removed 9.03 billion calories, 739.6t tonnes of sugar, and 79.72 tonnes of salt. We are also making changes across food and drink categories to meet the Government’s voluntary reduction programmes for sugar, calories and salt: with an ambition to meet the calories and salt targets by the end of 2024. In 2007, we made a voluntary commitment via the British Retail Consortium to eliminate industrially added trans-fats from our entire range of own brand food and drink. We also removed trans-fatty acids from our own brand products, except where products naturally carry small amounts such as dairy products and meat.
In January 2021 we launched Nourish, a new positive health range that includes 70 products which carry a range of 12 nutrition and health claims including bone, gut, heart, skin or immunity health. Our Counted range provides calorie-controlled alternatives to customers’ favourite ready meals, soups and dressings. Morrisons has also signed up to the Food Foundation ‘Peas Please’ Campaign, which aims to encourage more people in the UK to eat vegetables. We have signed a series of pledges across advertising, merchandising and product development all with the aim of increasing the veg intake of our customers.
We continue to make plant-based products more accessible to our customers, including our own brand V Taste range of plant-based products. By 2025 we will grow our own brand plant based products by 300%.
Our Organic brand is for our shoppers who care about the environment, the food that they fuel themselves with and the welfare of the people, processes and animals that are involved with the making of our Organic products.
Labelling and nutrient profiling
Today, 54% of our own-brand products are ‘non HFSS’ (not high in fat, sugar and salt): by 2025, this will rise to 65%. In January 2021, we introduced the ‘Healthier Living’ icon, adding it to products that offer a clear nutritional or health benefit. Based on three stringent nutrient profiling models, this is unique to Morrisons and will feature on many products at the end of the year. We also feature traffic light labelling on our own brand products.
In early 2022 we will remove child-friendly characters from products that are HFSS (high in fat, sugar and salt), including cereals and confectionery. We took chocolate and sugar confectionery away from our checkouts in 2016, and we no longer sell energy drinks to under-18s.
We have had a business strategy to Fix, Rebuild and Grow our business for the last 6 years. In the last 18 months we have added ‘Sustain’ to that strategy. Within our Sustain programme we have 10 Environmental and Societal strategic workstreams. Healthy Sustainable Diets is one of our key strategic workstreams and we have a clear strategy to help our customers and colleagues make healthier and more sustainable choices.
We engage with a number of government departments to help support the public health agenda and share knowledge to help support a ‘whole systems’ approach including; the Department of Health and Social Care; the Department for Environment, Food and Rural Affairs; the Food Standards Agency; Public Health England; and The office for Health Inequalities and Disparities. We also support a number of key organisations, charities, plus academic and research institutions that are providing evidence-based health information and that are supporting scientific communication and education around health - such as; The British Retail Consortium; the Institute of Grocery Distribution; and the British Nutrition Foundation. We have a well established Anti Bribery and Anti Corruption Policy.