Morrisons buys British

WELsH ice cream and gluten-free pies from Yorkshire are some of the locally sourced products Morrisons will add to its shelves this week as its customers ask for more British food.

The Big Four supermarket has partnered with more than 200 local food makers to sell everything from cheese to Yorkshire parkin in its stores.

According to a survey of 2,000 adults by Yougov, 68pc of people prefer to buy British food products over imported groceries.

Rebecca singleton, local solutions director at Morrisons, said: ‘Customers are telling us they want to buy British and buy food that is made near their communities. They believe it will be fresher and that they will be supporting their local farmers and businesses.

‘These 200 food makers will give many customers a local choice of food or drink and our plan is to find more this year.’

It comes as Morrisons prepares to reveal its full-year results on Wednesday. City analysts predict the supermarket, which is the fourth largest in the UK by market size, will post a 10pc boost in profits to £371m and a 2.7pc rise in sales.