Overview[]
Morrisons The Best is a premium own-brand food label which launched in 2000 as "Safeway The Best", before relaunching as "Morrisons The Best" in 2005.
It was launched to draw competition with other supermarket's premium own-brand food labels such as Tesco's "Finest", Sainsbury's "Taste The Difference", Asda's "Extra Special" & Somerfield's "So Good", and has overhauled several time since then, with name changes and adding more lines to its range. Name changes include "Morrisons The Best" in 2005, "M Signature" in 2012, and the more recent change was the revival of "Morrisons The Best" in 2016 along with the original "handwritten" typeface from 2000-2012 as part of the chain's identity overhaul, and was used until 2021 when a new, bolder typeface was introduced.