Morrisons has made its first foray into the convenience store sector by opening a new shop in Yorkshire this afternoon.
The store in Ilkley is part of a trial being run by the supermarket chain which will see two other branches open under the M-local brand later this year. The plan is to market the concept around fresh food, making use of the company's expert bakers, fishmongers and butchers.
Freshly ground coffee, fresh orange juice, baked goods and a salad bar are all available in the store, which has just under 3,000 sq ft of selling space.
Dalton Philips, Morrisons' chief executive, said: "Convenience is one of the fastest growing sectors of the market and developing our offer in this channel is a key part of our growth strategy. We believe that convenient food doesn’t have to mean dull food."
Earlier this week Waitrose announced its own major expansion in the convenience market. The company plans to open 20 'Little Waitrose' convenience stores in and around the capital next year.
