Morrisons has launched its M Kitchen range into stores this week, the first of the relaunch of some 11,000 of its own brand products.
The M Kitchen range runs across several categories with products including M Kitchen Pizza Calabrese, M Kitchen BBQ Mini Ribs, and M Kitchen Penne Bolognese Bake.
The range also includes a selection of products exclusively created by celebrity chef Aldo Zilli.
Executive chef and head of innovation Neil Nugent has created 150 new lines, including a Bistro range alongside Pan-Asian and tapas-style dishes.
The launch of M Kitchen is part of a two-year own-brand review that will see its tiering evolve from ‘good, better, best’.
Retail blogger Steve Dresser said the new packaging looks “far superior” to previous ranges. He said: “It’s important Morrisons get the balance right both from a value and a quality perspective and continue to give universal appeal.” He said the Bistro Pizza at £4.40 is a good price compared to Waitrose, but shoppers in areas such as Bradford want to know what it’s compared with in Tesco or Asda both in quality and price.