Morrisons to Accelerate Supply Chain Innovation

Morrisons, one of the UK’s largest supermarket chains, is significantly enhancing its supply chain responsiveness and resilience through a partnership with Kallikor, a leader in supply chain simulation technology. The partnership directly supports Morrisons’ ambitious operational optimisation plans, which are aiming to deliver competitive pricing, exceptional customer service, and greater operational efficiency.

Using AI-powered insights, Kallikor’s Adaption platform models and simulates complex operational scenarios to enable businesses to adopt new technologies and rehearse the transformation of their supply chains, so they can implement change and optimise their operations with confidence.

Using the Adaption platform, Morrisons is creating a comprehensive digital twin of its end-to-end supply chain, a fully interactive model that mirrors the complexity, scale, and pace of its national network. This transformational capability provides a powerful design space where Morrisons’ teams can experiment, test, and optimise decisions with unprecedented speed and precision, from warehouse operations to network-wide flows. More than a model, it becomes the environment where supply chain reality and strategic intent meet, aligning decisions, testing trade-offs, and unlocking gains in efficiency, resilience, and customer responsiveness.

As the partnership scales, Morrisons will operate with a living digital model fully integrated into its day-to-day operations, enabling continuous optimisation and proactive adaptation to market shifts. This strategic collaboration will position Morrisons at the forefront of supply chain innovation, enabling the delivery of sustained growth, operational excellence, and market-leading customer experiences through faster, smarter, and more agile decision-making across its business.

Ross Eggleton, Group Director: Logistics, Supply Chain & Technology at Morrisons, said: “Partnering with Kallikor will help us make better decisions faster. By using AI to bring the real and synthetic worlds together, we can design and evaluate changes across our entire supply chain. That means we can move quickly, solve the right problems, and ensure that every supply chain decision supports the bigger picture, delivering greater value and availability for customers while improving our efficiency and resilience.”

Jonathan Barrett, Kallikor

Jonathan Barrett (pictured, above), Kallikor CEO, said: “We’re witnessing a fundamental shift in supply chain strategy. Organisations that can redesign their networks dynamically, test multiple scenarios, and make evidence-backed decisions at speed will define tomorrow’s competitive landscape. This partnership positions Morrisons to turn market volatility into a competitive advantage through faster delivery, optimised cost structures, and complete alignment between operational execution and strategic vision.”

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