Morrisons has marked a notable milestone in its international expansion by celebrating a five-year partnership with Lulu Retail Group at the recent British Food Festival in Qatar. This event served not only as a platform for showcasing British culinary offerings but also highlighted the supermarket’s increasing footprint across the Gulf Cooperation Council (GCC) region. Since its collaboration began with Y International UK Ltd, the sourcing and distribution subsidiary of Lulu, Morrisons’ products have become available in an impressive 260 stores throughout the GCC.

The British Food Festival, hosted across various Lulu locations, provided an engaging customer experience designed to highlight the diversity and quality of British foods. Stores were decorated with British-themed displays, and customers enjoyed sampling opportunities, leading to the quick sell-out of popular items such as Morrisons' own label Mild Cheddar. This successful event underscores Morrisons’ efforts to not only introduce its products but also to understand and cater to local consumer preferences.

Amina Shann, Wholesale Account Manager at Morrisons, emphasised her appreciation for representing the brand at the festival, recognising the importance of connecting with local customers and store teams. She noted, “These visits are invaluable for understanding local preferences and identifying growth opportunities.” This sentiment aligns with Morrisons' ongoing strategy to engage deeply with the regional market, a necessity highlighted by the collaboration with Y International, which has been instrumental in enabling the brand’s successful entry and growth in the Middle East.

The momentum generated through this partnership has been significant. As Nadeem Hashmi, Procurement Manager for FMCG Export at Y International, highlighted, Morrisons’ brand has evolved beyond a conventional private label; it is now seen as a quality food brand recognised across various categories. “The reaction from our customer base to the Morrisons team was incredibly positive, and we seek to maintain this momentum,” he said, reflecting on the favorable reception of Morrisons’ products.

Furthermore, Simon Alexander, Regional Operations Manager at Lulu Retail Group, explained that the food festival not only fosters cultural ties between the UK and Qatar but also aligns with broader initiatives such as the anticipated UK-Free Trade Agreement aimed at enhancing British food exports in the region. He affirmed the festival’s role as a pilot initiative to bolster Morrisons’ brand positioning, particularly as Lulu continues to evolve as a major retail force in the GCC.

With plans for future expansion, Morrisons aims to grow its product range while reinforcing its presence in the GCC. The collaboration with Lulu and Y International is central to these ambitions, as it allows for tailored offerings that cater to local tastes alongside maintaining the core qualities inherent to British food. The partnership, already responsible for the success of Morrisons' Gold Coffee—now among the best-selling UK exported coffees in the Middle East—sets a promising trajectory for further growth.

In summary, the collaboration between Morrisons and Lulu Retail Group represents an ongoing commitment to not only expand international reach but also to authentically connect with diverse consumer bases in the Gulf. As Morrisons looks towards the future, the combination of strategic partnerships and localized outreach is poised to solidify its standing as a prominent player in the Middle Eastern market.