A COUNTDOWN, a ribbon cutting, cheers and a round of applause, heralded the opening of the new Morrisons supermarket in Crediton on Monday.

The store was officially opened by store general manager, Rob Walker and long-serving colleague Liz Kelly.

Dozens of eager shoppers flocked to the store, where they were welcomed for the ribbon cutting. Morrisons say their store offers customers "a new era of shopping in Crediton with unrivalled choice at the most competitive prices".

Within minutes of the opening, the store and counters were bustling with shoppers doing their weekly grocery shop.

The new store includes Market Street, Morrisons unique collection of individual fresh food counters, such as the butcher, the baker and the fishmonger.

Rob Walker said: "Over the past weeks, the team has been working night and day to ensure that customers enjoy shopping, Morrisons style, from day one.

"Opening the doors and welcoming the shoppers of Crediton is the reward for all the training and preparation.

"We've had an amazing response from customers, and they have been a pleasure to serve. I would like to thank them and my colleagues for making today such a success."

First in the queue of shoppers was Paula Kovacs from Sandford.

After she had completed her shopping she told the Courier: "I think its wonderful, it's clean, fresh, and wonderfully stocked, just what we need."

Shopper Sally Sanders said of the new store: "It is very impressive.

"It is well stocked and the staff are very helpful."

Mother and son, Hazel and Martin Hodge, of Crediton, were also impressed.

Hazel said: "It is so exciting that we have a supermarket with good quality food.

"There are lots of bargains and the store is really well laid out.

"The staff have been really pleasant too."

Martin Hodge (12) said: "Its really good, they have even got Wii and PS3!"

Vin Davies (78) of East Street, said the store was "brighter and more interesting".

He added: "It cheers you up. Somerfield looked dowdy and neglected.

"The smiles are nicer at this store."

One shopper, who asked not to be named, said she found the entrance "cluttered" but added "the store is lovely, though!"

Crediton shopper, Sheila Williams said: "Prices are good and there is so much variety."

The store can be found in Mill Street, Crediton, at the site of the former Somerfield store, which closed on May 20.

It is open from 8am to 8pm Monday to Wednesday, from 8am to 9pm on Thursdays and Fridays, from 8am to 8pm on Saturdays and from 10am to 4pm on Sundays.

The store also has a recycling point and cash machine facility.

Morrisons is the UK's fourth largest supermarket.

Alan Quick