GenM’s MTick shopping symbol signposts menopause-friendly products. Credit: GenM.

Morrisons is to be the latest UK retailer to partner with GenM, the menopause partner for brands and home of the MTick. It joins major retailers such as Boots, Tesco, Holland & Barrett and Sainsbury’s.

GenM helps retailers deliver a trusted and inclusive menopause marketplace to meet the demands of the 15.5m menopausal women in the UK.

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GenM’s MTick shopping symbol signposts menopause-friendly products and solutions across a range of categories. The organisation recently unveiled a menopause retail aisle concept featuring only MTick products.

Morrisons has reportedly begun reviewing its menopause-friendly range and is looking to implement the MTick in-store and online as soon as possible.

The MTick is exclusively available to GenM Partners and only products that meet the strict qualifying criteria of this accreditation can display the symbol on their packaging, advertising, marketing, online shopping pages and at the point of sale.

Morrisons senior buying manager Michael Figg commented: “We want to play our part in making menopause support as visible and easily accessible as possible for our customers. We look forward to working with GenM to designate more space to menopause and to implement the MTick in-store and online.”

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GenM co-founder Heather Jackson added: “It is testament to how deeply felt the need for change is that we are now partnered with almost all of the UK’s top supermarkets.”

Asda is the only retailer out of the “Big 4” in the UK grocery retail sector that has yet to partner with GenM.

In late February 2024, Morrisons implemented a Price Match scheme ensuring that hundreds of weekly essential items are competitively priced in comparison to discount rivals Aldi and Lidl.