Morrisons is planning to create 7,000 new roles as part of a huge overhaul of the company which will also see 3,000 managerial positions axed.
The supermarket will have around 4,000 more staff under the changes, according to The Mirror.
Many of the new jobs will be on Morrisons' Market Street counters which include butchers, bakers, fishmongers and other fresh food specialists.
David Lepley, Morrisons group retail director, said: "This proposal means more frontline colleagues improving product availability and helping customers.
"Whilst there will be a short period of uncertainty for some managers affected by these proposals, we will be supporting them through this process and there are jobs available for everybody who wants to continue to work at Morrisons.
"There will also be more roles with greater flexibility that are very attractive to colleagues with families."
The news comes just days after rival Sainsbury's announced it is cutting hundreds of managerial jobs as it works to integrate itself further with Argos.
Sainsbury's chief executive Mike Coupe said: "We have to adapt to continue to meet the needs of our customers now and in the future and, while change can be hard, it's also necessary."
He added: "We already have a sense of momentum across the business and can accelerate this by streamlining our structure and responding to customer needs more quickly.
"Truly integrating our business also unlocks efficiencies that we can reinvest in the things that matter most to our customers."
For the latest news in and around Bristol, visit and bookmark Bristol Live's homepage.
You can follow us on Twitter here and on Facebook here and here.
You can also join our traffic and travel, crime and parenting Facebook groups.
