Supermarket giant Morrisons is making waves across the UK by launching a new service that provides high-quality water on demand. The retailer has announced a strategic partnership with SpotlessWater to install round-the-clock self-service stations dispensing ultra-pure water at its stores.
What the New Partnership Offers
The collaboration brings 24/7 self-service ultra-pure water stations to Morrisons forecourts, offering unprecedented convenience for both tradespeople and everyday shoppers. The initial rollout began in October, with stations already operational in Shrewsbury, Lichfield, and Woking.
This initiative represents a significant expansion for SpotlessWater, which has been operating a national network of water stations since 2016. The company is renowned for supplying specialised water used by window cleaners, vehicle detailers, and solar panel specialists.
Expansion Plans and Technology
The supermarket chain has ambitious plans for this service, with nine additional locations scheduled to launch by early 2026. Confirmed future sites include Cardiff, Whitley Bay, and Stratford, with more locations expected to follow as the rollout continues.
The technology behind these stations is both sophisticated and environmentally conscious. Each unit features more than 45 sensors that continuously monitor water quality, flow, and pressure. The system is designed to be sustainable, eliminating the need for disposable resins and harsh cleaning chemicals that are common in traditional water purification systems.
Cost and Accessibility
While the service offers convenience, it's important to note that it's not free. Customers can expect to pay approximately 4.3 pence per litre (excluding VAT) for account holders. For those preferring to pay as they go, debit and credit card payments are accepted at the machines, though this option costs about 2 pence extra per litre.
Jason Mallinson, Morrisons Services Procurement Manager, emphasised the broader benefits of this partnership, stating it provides "a new and sustainable service supporting local professionals and increasing reasons to visit our stores."
SpotlessWater CEO Tim Morris highlighted how the initiative creates "more convenient, secure and well-located stations" while generating complementary revenue for the supermarket. Since its establishment, SpotlessWater has dispensed an impressive over 600 million litres of water across its network of more than 150 stations nationwide.
The first nine Morrisons locations featuring these water stations are expected to be fully operational by January, marking another step in the supermarket's strategy to expand its range of in-store services and attract both trade professionals and regular shoppers.
