Morrisons begins own brand relaunch
Morrisons will take the first step in its own brand relaunch with the introduction of its M Kitchen convenience range next week. The new range will see up to 11,000 new or improved products appearing in stores from next week.
The supermarket chain said the M Kitchen is a real, working kitchen at Morrisons’ headquarters where professional chefs are working with Morrisons’ new product development teams to develop new fresh food recipes of a restaurant quality standard.
Neil Nugent, Morrisons executive chef and head of innovation, and his team of chefs have been developing 150 new lines including a bistro range and an array of Pan Asian and tapas style dishes. In addition, 500 products will be improved and reformulated after undergoing a benchmarking process.
The M Kitchen launch is part of a two-year own brand review that will also see brand tiering evolve from a ‘good-better-best’ model to reflect the needs of Morrisons' customers.
Richard Hodgson, Morrisons commercial director, said:“The launch of M Kitchen is a huge step forward for Morrisons, creating a range of products that customers will literally want to cross the road to buy: making Morrisons a destination for dining in. This relaunch is the biggest review of our products that we have ever conducted and we are thrilled to be offering our customers such an amazing and delicious choice.”
Morrisons said it will be evolve almost all of its own brand areas over the comings months with improvements and changes across the board. This will include further improvements to its fresh in store ranges.
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