Morrisons is today launching an M Kitchen vegetarian range in store which will offer a new standard of exceptional meat-free meals.
The products have been created in response to customer feedback that too much of the vegetarian food in supermarkets was ‘bland and uninteresting’. The innovation team, based at Morrisons’ M Kitchen, responded with an array of dishes that burst with flavour and offer a diverse and exciting choice of options for a meat free treat.
The selection, which includes a delicious curry from two Michelin-starred chef Atul Kochhar, is available in store from today and marks the first time that Morrisons has sold an own brand vegetarian range.
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 stunning creations such as Atul Kochhar’s North Indian Vegetable Curry and Rice and a Crushed Charlotte Potato Melter with West Country Cheddar Sauce.
Morrisons will look to continue expanding its vegetarian selection throughout the year, with further products in line specifically for Christmas.
Published 13/02/2012