SUPERMARKET chain Morrisons dropped its advertising slogan of more than 30 years yesterday as it unveiled plans for a radical £450m makeover.

As well as replacing the slogan "more reasons to shop at Morrisons...," the company, which employs about 12,000 people in the North-East, will change its distinctive black and yellow insignia and introduce new products, including more healthy and fresh food options.

Chief executive Marc Bolland, who took the helm from chairman Sir Ken Morrison last year, said his review was about "evolution, not revolution".

Morrisons has 27 stores across the North-East and another eight in North Yorkshire.

His plans emerged at the same time as Morrisons unveiled full-year results that showed the chain on the road to the recovery after two years of difficulties integrating the supermarket chain Safeway.

Turnover was up three per cent to £12.5bn, while profit before property gains and tax was up to £331m in the year to February 4, ahead of the £54m seen a year earlier.

Morrisons also revealed that like-for-like sales were up 5.2 per cent, compared with 2.4 per cent a year earlier, but said that trading had been difficult in recent weeks.

Commenting on the results, Anthony Platts, portfolio manager at Tees Valley investment manager Wise Speke, said: "The integration of former Safeway stores into the Morrison format has been a painful and costly exercise, but these stores are now showing the fruits of recovery.

"The group still has a lot to do in modernising its distribution systems and image, especially now in the original Morrison stores.

"This may come about sooner, rather than later, as the company has promised a 'fresh new Morrisons' next month."