The range replaces the existing Eat Smart range, and comprises 315 chilled, frozen and ambient products. The first items to launch this week are a range of 18 yoghurts.
The branding uses a white typographic logo on a greenish-yellow background, with the ‘NU ME’ letters surrounding the black and white Morrisons ‘M’.
According to Morrisons, the NuMe packs use a new labelling system that ‘aims to demystify health cues and help shoppers navigate for healthier options more simply’ using a ‘clear, simple iconography’ to easily display information about calorie content and the product’s contribution to the recommended five-a-day portions of fruit and vegetables.
The new range forms part of the supermarket’s wider own-brand overhaul led by Coley Porter Bell, for which the consultancy has created packaging for the M Savers value range and M Kitchen ready meals.