First chillers. Now M Kitchen hits the freezer

Morrisons has extended its M Kitchen own-label range into frozen.

The meals, which have been developed by Morrisons’ executive chef Neil Nugent at the retailer’s ‘M Kitchen’ in Bradford, this week joined the chilled line up launched in October.

The 29-strong range of English, Italian, Chinese and Indian meals features 11 new recipes, including satay noodles and Cumberland pie, and are priced at £2, two for £3 or £3.50 for the family-sized options.

Morrisons said it wanted to provide a convenience range that offered the same quality as restaurant food.

“The launch of the M Kitchen frozen range is an important step for Morrisons, growing a range that customers will want to cross the road to buy,” said Morrisons group commercial director Richard Hodgson.

The launch is the second major own-label initiative from Morrisons this year. Last week, it relaunched its budget own-label range as M Savers.