Morrisons is launching an M Kitchen vegetarian range in store which, the UK retailer has said, will offer a 'new standard of exceptional meat-free meals'.
The products have been created in response to customer feedback that too much of the vegetarian food in supermarkets was ‘bland and uninteresting’.
As a result, the retailer's innovation team, based at Morrisons' M Kitchen, responded with an array of new dishes, including a curry from two Michelin-starred chef Atul Kochhar, marking the first time that Morrisons has sold an own brand vegetarian range.
'This range sets a new standard for vegetarian meals on the market,' said Neil Nugent, Morrisons executive chef and head of innovation. 'Our customers have told us that they are tired of the same old blandmeals which have just had the meat taken out. These are superb recipes that will be enjoyed by not only vegetarians, but anyone who loves food.'
A total of 19 dishes make up the new M Kitchen vegetarian range, including stunning creations such as Atul Kochhar’s North Indian Vegetable Curry and Rice and a Crushed Charlotte Potato Melter with WestCountry Cheddar Sauce.
Morrisons noted that it would look to continue expanding its vegetarian selection throughout the year, with further products in line specifically for Christmas.
