Morrisons have launched a new Just for Kids range in stores nationwide throughout September.
The range will cover chilled ready meals including spaghetti bolognese, sausage and mash and chicken casserole.
The new brand identity, which was created by design consultancy Elmwood, will change the Morrisons Kids range from an own label to an own ‘brand’. ‘Kids at Heart, Mums in Mind.’ The range will feature marque and bold packaging and will inform parents of how many ‘five a day’ foods are contained inside.
The concept will be gradually rolled out across 33 lines from five categories, with more being added over the next six months including milk, yogurts, frozen, chilled juice and prepared fruit.
Carol Turner, Strategic Design Manager at Morrisons said: “The new Just for Kids concept really captures everything that’s so important about the range. We’re delighted with the way Elmwood’s designs bring to life the fun and enjoyment of mealtime for kids, while also reassuring mums and dads about the value of what their kids are eating.”