Morrisons goes after foodies in revamp

The supermarket chain Morrison is to overhaul its non-food offer next spring, in a bid to attract more foodies.

Sources said it was planning to ditch up to 10 of its home product categories, such as cushions, bed linen and TV set-top boxes, but would replace them with more kitchenware and cooking utensils. The shift shows how Marc Bolland, chief executive of Morrisons, is beefing up the grocer's food credentials, under the "food specialist for everyone" slogan.

It also shows that Mr Bolland – the ex-Heineken executive who took the helm at Morrisons in 2006 – is resisting calls from certain quarters to expand into non-food, in contrast to Tesco, Asda and Sainsbury's. Morrisons declined to comment.

Earlier this month, Mr Bolland said he was confident "foodies" would keep returning to its stores after the recession ends.