Morrisons rebounds on the back of 'value with quality' positioning

by Miranda Fitzgerald, Marketing 26-Aug-08, 19:13

LONDON - Morrisons, which lost its way after its 2003 acquisition of Safeway, appears to be back on track. The UK's fourth-biggest supermarket is building a reputation for quality and value that is appealing to price-conscious consumers, giving it faster sales growth than its three biggest rivals.