Morrisons has unveiled a major expansion of its world foods range, introducing over 370 new and trending products from 11 countries, including Korea, Romania, and Nigeria. This bold move comes under the leadership of new Chief Executive Officer Rami Baitiéh, who has placed customer feedback at the heart of the supermarket’s evolving strategy.
In a statement shared on LinkedIn, Baitiéh said, “Constantly listening to customer feedback and understanding what they want… is fundamental for any successful business.” His post highlighted the growing consumer demand for global flavours and convenience, prompting Morrisons to prioritise a “shop within a shop” experience that offers international favourites in one easy-to-browse section.
Among the additions are popular viral items such as Samyang’s Carbonara Noodles from South Korea – a product Baitiéh admitted he’s keen to try himself after a recommendation from his daughter.
The rollout is part of a wider effort to bring more authenticity, variety and innovation to the supermarket’s shelves, ensuring shoppers from all communities can find the products they love. Morrisons’ store teams have been credited for the fast and effective execution of the launch across the UK.
Since Rami Baitiéh’s arrival, industry analysts have observed a noticeable shift in the supermarket’s approach, with a stronger focus on cultural inclusion and food trends. As consumer habits continue to evolve, Morrisons appears committed to staying ahead of the curve.
More updates on retail product innovation and global sourcing trends will follow in the next issue of International Supermarket News.