Morrisons is totally revamping its desserts offering this month with the launch of a new ‘M Kitchen’ range of chilled desserts. Set to rival any other product on the high street, the range showcases the favourites we all know and love, in a new and exciting way.
Neil Nugent, Morrisons’ executive chef and head of innovation, and his team of chefs have worked on 38 completely new lines, including a Great British Cheesecake and Sticky Lemon Drizzle Sundae, which will be perfect for this summer’s celebrations. There will also be 43 revised recipes, relaunched after a rigorous benchmarking process.
The full range will be available from April 30th in the chilled aisle and will be split into three eating occasions:
- ‘For Us’ desserts which cater for weekday dinners and feature products such as raspberry tarts and lemon
swirl cheesecakes - ‘Treats’ which are perfect for when you are looking to impress guests and include a banana sticky toffee pudding
- ‘For Me’ puddings which are indulgent single or twin packs and include individual apple and blackcurrant pies and crème caramels.
Neil Nugent, Morrisons Executive Chef and Head of Innovation, said: “This range sets a new standard for desserts on the market. We have completely revamped our entire portfolio and have spent months looking at every
ingredient and recipe before deciding which desserts to include in the new range. We are really excited about the new offering and look forward to hearing what our customers think.”
The new M Kitchen desserts launch is part of a two-year own brand review that will also see Morrisons’ brand tiering evolve from a ‘good-better-best’ model to one that reflects customer’s needs. It follows the successful unveiling of the chilled ready-meal range at the end of 2011 which included M Kitchen Bistro, a collaboration with five of the UK’s leading chefs including Aldo Zilli and Pierre Koffmann.
Published 03/04/2012