Morrisons Media Group (MMG) has announced the launch of in-store food and drink sampling across its UK supermarkets, aiming to connect customers with new products.  

The initiative allows brands to book in-aisle sampling activities for the upcoming autumn season 2024, selecting from the numerous Morrisons locations.  

The service is part of MMG's efforts to offer innovative ways for brands to engage dynamically with consumers, and follows the introduction of digital screens, trolley media and personalised loyalty offers. 

The initiative complements the digital enhancements made by Morrisons, including the My Points Boosters trial for More Card loyalty members. 

Morrisons has also partnered with Epsilon to feature sponsored products on its e-commerce site.  

The rollout, managed by MMG, offers brands the flexibility to activate campaigns across sponsored search and sponsored browse with flexibility on their spend.   

Morrisons digital marketing head Jodie Locking said: "Our new in-store sampling will improve customers' shopping experience, while the partnership with Epsilon will help position Morrisons.com as a key e-commerce destination for advertisers."  

Established in September 2022, Morrisons Media Group serves as a comprehensive retail media solution, streamlining the way brands and agencies connect with Morrisons customers through media platforms.  

The group is a collaborative venture with SMG. 

SMG chief commercial officer Lee LeFeuvre said: "Successfully launching new product development remains a core focus for the majority of FMCG [fast-moving consumer goods] brands with trial and repeat being the key to long-term results. We know Morrisons shoppers are very open to 'new', [and] this channel is designed not just to drive sales but to improve the experience for Morrisons shoppers whilst they're in-store."  

In July 2024, Morrisons announced a new partnership with the Institute for Agriculture and Horticulture, aimed at accelerating the UK farming industry’s journey towards net zero.