Morrisons launches M Kitchen vegetarian range
Morrisons is extending its own label M Kitchen convenience range to include vegetarian meals.
The selection, which includes a curry from two Michelin-starred chef Atul Kochhar, launches in store this week and marks the first time that Morrisons has sold an own brand vegetarian range.
The supermarket said the products had been created in response to customer feedback that too much of the vegetarian food in supermarkets was ‘bland and uninteresting’.
Neil Nugent, Morrisons executive chef and head of innovation, said: “This range sets a new standard for vegetarian meals on the market.
“Our customers have told us that they are tired of the same old bland meals which have just had the meat taken out. These are superb recipes that will be enjoyed by not only vegetarians, but anyone who loves food.”
A total of 19 dishes make up the new M Kitchen vegetarian range, including creations such as Atul Kochhar’s North Indian Vegetable Curry and Rice and a Crushed Charlotte Potato Melter with West Country Cheddar Sauce.
Morrisons launched the M Kitchen range last October. The supermarket said it will look to continue expanding the vegetarian selection throughout the year, with further products in line specifically for Christmas.
