Morrisons will next week debut the first products in its eagerly awaited own-brand re-launch.
As revealed exclusively by The Grocer earlier this month, a convenience range dubbed M Kitchen will comprise 150 new lines, including a bistro range and a number of pan-Asian and tapas-style dishes. Five hundred additional products will be improved after what the retailer called “a rigorous benchmarking process”.
The M Kitchen range has been developed by Morrisons executive chef Neil Nugent, who joined from Waitrose in February. The supermarket said it would be of “a quality to rival any on the high street, offering the consumer restaurant-standard recipes, easily, in their own home”.
As The Grocer also revealed, Morrisons has confirmed that its two-year own brand review, which will include 11,000 new or reformulated products, will also see brand tiering evolve from the ‘good-better-best’ model.
It will launch a series of brands to focus on four key consumer needs: the need to buy conveniently; the need to buy responsibly; the need to buy fresh food; and the need to buy to a budget.
“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,” said group commercial director Richard Hodgson.
“This re-launch 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.”
Other sub-brands expected over the next few months including a likely budget range M Savers, which will replace the existing Value range.
Morrisons builds on momentum to take market share (13 September 2011)
Morrisons to launch host of new own-label brands (10 September 2011)