Morrisons’ crass talk of a supermarket renaissance clouds its stellar online performance

The group more than doubled internet sales with the help of its Amazon partnership

Morrisons has talked of a supermarket renaissance. The numbers don’t quite justify it (Getty)

“During the pandemic there has been a renaissance of the supermarket in Britain.” 

So said Morrisons, Britain’s number four grocer, which has majored on fresh, tasty food but seems set upon adding tasteless, hyperbolic statements to the mix. 

A renaissance of the supermarket? Really? A pandemic that has killed in excess of 150,000 Britons calls for a little more tact, perhaps via the sort of bland corporatism most big businesses specialise in. That’s especially true of those who’ve done well through the course of it.