Atheon unveils new SKUtrak channel for Morrisons’ suppliers

Atheon is proud to announce the immediate availability of the Morrisons channel for SKUtrak®, its award-winning grocery retail analytics service.

Since it was launched in March 2014, success of the original Sainsbury’s channel has established SKUtrak® as the UK’s leading grocery flow-of-goods tracker with more than 400 UK FMCG customers. During this time Atheon has developed, improved, and enhanced SKUtrak functionality to meet the needs of those customers and set the product direction for further retailer channels.

The new channel is available for all Morrisons’ suppliers who subscribe to Morrisons’ Supplier Database (commonly known as MSD). Like all SKUtrak channels, it’s available in both Free and Premium editions. The Free editions collect data automatically every day and display it in an interactive, visual dashboard. The Premium editions of SKUtrak add root-cause analysis, promotional tracking, and range planning tools; following a single SKU through multiple types of analysis with ease, from one end of the supply chain to the other.

Chris Needham, SKUtrak Product Manager, commented “I’m extremely pleased to be announcing the SKUtrak Morrisons’ channel today. We’ve had tremendous interest from our customer base for this new channel, and we’re certain that it will prove as effective in improving their trading performance with Morrisons’ as the existing Sainsbury’s channel.”

Guy Cuthbert, Managing Director, said “Atheon is actively working on new channels for other grocery retailers which will be launched during 2016, and customer demand is already presenting opportunities beyond supermarkets with specific interest in health and beauty. SKUtrak has demonstrated the commercial value of visual analytics in the grocery retail market, and it underlines our commitment to this vital sector of the UK economy.”

If you supply Sainsbury’s or Morrisons’ supermarkets then register today for the Free editions at, or contact us to receive news and updates on SKUtrak.

About Atheon Analytics
Atheon Analytics has been researching, developing, implementing and training in visual analytics tools and techniques for nearly ten years. The founders come from backgrounds in computer science and grocery retail, and the company has delivered over one hundred commercial consulting projects for clients in the grocery retail & consumer goods sectors – for both international retailers and global consumer goods manufacturers. Atheon's retail analytics platform SKUtrak® is used by over 400 consumer goods companies to understand optimise and communicate trading performance with their retail customers. More information can be found at

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About Atheon Analytics Ltd

We created Atheon Analytics to spark a revolution. We want to liberate businesses from the forest of data surrounding the insights they need to make decisions – revealing the patterns among the numbers, and unlocking understanding that everyone in the business can use.

Businesses have a world of information about what they sell, where, when, how and to whom. But the data is too large and complex for the human brain to process. And statistical models and 'business intelligence' applications feed you numbers without helping you explore, compare, segment, interact…

Atheon Analytics uses visual analytics to break down the barriers between you and your data – unlocking its full value by allowing every person in your business to instantly see, understand and act on the patterns that lie within it.

Our philosophy is to humanise data: it’s a commercial imperative, not a technical challenge.