Morrisons is taking its chefs on the road today as part of a cookery bus roadshow, designed to promote the relaunch of its M Kitchen range.
The M Kitchen Roadshow will visit locations across the UK, starting in Bexleyheath today and Saturday before moving on to Birmingham and Glasgow in October.
The roadshow will give an opportunity for consumers to taste the new range and meet a team of Morrisons chefs, all of whom were instrumental in developing Morrisons own-brand products, according to the retailer.
“The M Kitchen range includes some fantastic new products which demonstrate the real passion and knowledge of our expert chefs,” said Morrisons brand manager Michelle Raworth.
“We really want to communicate to our customers exactly what makes Morrisons different. What better way to do this than with the M Kitchen Roadshow? Customers can taste the dishes and meet the chefs who are at the heart of our brand. ”
The M Kitchen range refresh encompasses Italian, Takeaway, Tex Mex and Tastes of Home and features a new on-pack strapline: ‘From our kitchen to yours… with love’.
Last week, Morrisons announced it had created a specialist own-brand sourcing team to improve its own label buying and it is understood the retailer is in the final stages of a two-year overhaul of its own-brand range.
Morrisons has also launched a new blog, featuring recipe tips and advice from Morrisons development chefs.
The M Kitchen roadshow will visit Bexleyheath on September 27 and 28, Birmingham on October 4 and 5, and Glasgow on October 25 and 26.