AN outspoken former rival and critic of Morrisons has been appointed to a senior role at the Bradford-based grocer as it continues to shape its top team to win back sales.

Barry Williams will join Morrisons in February about a year after quitting his role as chief customer officer at Asda.

In his new job as Morrisons as trading director for ambient, Mr Williams’s responsibilities will include the core grocery, beers wines and spirits, baby goods, household and health and beauty offers.

Before joining Asda in 2012, he worked for Kwik Save, the Co-op and Musgrave Retail Partners.

In November 2014, as the supermarket price war became increasingly aggressive and Asda was losing sales, Mr Williams attacked Morrisons voucher offers, comparing them to quantitative easing - the former Bank of England governor Sir Mervyn King’s money printing programme .

He said : Our friends in Bradford have really pressed the voucher button. Mervyn King is alive and well in Bradford, undertaking quantitative easing.

“In my 25 years in the industry I’ve never seen vouchers like that. These are desperate measures from a number of people in the market place. We will not be immune to some of the turbulence created by these panic tactics.”

Leeds-based Asda accused its Bradford rival of “printing £5 notes”, referring to Morrisons’ £5 off fruit and vegetables vouchers.

Now Mr Williams is full of praise for Morrisons. He said: “It’s an exciting time to join Morrisons because it has an offer that stands out in the market and a very clear direction. I am really looking forward to joining the company as it continues its turnaround.”

Darren Blackhurst, Morrisons group commercial director, said: “Barry brings a wealth of trading experience and relationships with food suppliers as well as a strong understanding of our customers. His arrival is another step in shaping a Morrisons team that will listen to and work hard for customers.”