UK supermarket chain Morrisons is creating a digital twin of its end-to-end supply chain using technology from London-based Kallikor.

This fully interactive model mirrors the complexity, scale and pace of its national network, providing a design space where Morrisons staff can experiment, test and optimise decisions with speed and precision, from warehouse operations to network-wide flows.

More than a model, it becomes the environment where supply chain reality and intent meet, aligning decisions, testing trade-offs and unlocking gains in efficiency, resilience and customer responsiveness.

Morrisons, one of the UK’s largest supermarket chains, wants to enhance its supply chain responsiveness and resilience through the partnership with Kallikor, a specialist in supply chain simulation technology. The partnership directly supports Morrisons’ operational optimisation plans that are aiming to deliver competitive pricing, better customer service and 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.

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

“Partnering with Kallikor will help us make better decisions faster,” said Ross Eggleton, group director for logistics at Morrisons. “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 CEO, added: “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.”

Morrisons (www.morrisons.com) is one of the UK’s largest supermarkets, serving ten million customers a week across its 500 supermarkets and 1700 Morrisons Daily stores. Over 99% of UK postcodes are covered by its online delivery service.

Kallikor (kallikor.ai) enables enterprise supply chains to move from static planning to dynamic, simulation-led design. Its platform empowers teams to model complexity, test ideas safely and unlock high-impact improvements faster and with confidence.