UK grocery chain Morrisons has celebrated the launch of its products in 260 GCC stores through its participation in the British Food Festival, marking its five-year partnership with Lulu Retail Group.

Morrisons joined the GCC market in 2019 with a trial range of FMCG products in Qatar, in partnership with Y International UK, a sourcing and distribution company owned by Lulu Retail Group.

“The partnership between Lulu and Morrisons has allowed us to develop the Morrisons brand to become the most familiar UK supermarket private label brand across the Middle East,” said Simon Alexander, Lulu Retail Group’s regional operations manager.

As part of its expansion into the Gulf, the supermarket chain plans to expand its product range, increase its store presence, and ensure its product localisation across seven countries in the Gulf region.

“It was a privilege to represent Morrisons at the British Food Festival and connect directly with Lulu customers and store teams. These visits are invaluable for understanding local preferences and identifying growth opportunities,” said Amina Shann, wholesale account manager of Morrisons.