The supermarket giant is now able to talk to third parties of that ilk in a bid to enhance its online offer after relaxing its exclusive partnership with Ocado – a move it revealed this morning.

Potts insisted Ocado remained an “important” partner for Morrisons, but said the grocer would now be “able to work with others in order to fulfil consumer needs”.

And the Morrisons boss pinpointed the “growing channel” of next-meal fulfilment as a particular focus for the business.