From next week, Morrisons will debut the M Kitchen convenience range – the first step in its own brand relaunch which will lead to 11,000 new or improved products in Morrisons stores.
The M Kitchen launch aims to provide a convenience range with a quality to rival any on the high street, offering the consumer restaurant standard recipes, easily in their own home.
Neil Nugent, Morrisons executive chef and head of innovation, and his team of quality chefs have worked on 150 completely new lines – including a bistro range and a diverse array of Pan Asian and tapas style dishes with some unique and exclusively produced recipes. There will also be 500 improved products reformulated after a rigorous benchmarking process.
The M Kitchen launch is part of a two-year own brand review that will also see brand tiering evolve from ‘good-better-best’ model to reflect our customer’s needs.
Instead, Morrisons’ brands will evolve to focus on four key needs:
- The need to buy conveniently
- The need to buy responsibly
- The need to buy fresh food – made by Morrisons
- The need to buy to a budget
Morrisons Commercial Director Richard Hodgson 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.”
The range has been appropriately named, as the M Kitchen is a real, working, innovative kitchen on the site of Morrisons’ headquarters, where professional chefs are working with Morrisons’ New Product Development teams to develop new and exciting, quality fresh food recipes.
The rebrand only begins next week though, as Morrisons will evolve almost all its own brand areas over the comings months with improvements and changes across the board - even including further improvements on their award winning, fresh in store ranges.
Sales of Morrisons’ own-brand food are already growing more quickly than the market.
Published 28/09/2011