Morrisons is to debut the first products in its much-anticipated own-label relaunch next week.

As revealed by The Grocer earlier this month (‘Morrisons to launch host of new own-label brands’ 10 September, p6), the retailer is introducing M Kitchen, a 150-strong convenience range that includes a bistro offer and Asian and tapas-style dishes. Five hundred products will also be reformulated after what the retailer called “a rigorous benchmarking process”.

The range has been developed by Morrisons’ executive chef Neil Nugent, who joined from Waitrose in February, and offered “restaurant-standard” recipes, claimed the retailer.

As also previously revealed by The Grocer, Morrisons has confirmed that its two-year own-label review will see the introduction of 11,000 new or reformulated products and its brand tiering evolve from the ‘good-better-best’ model. The retailer is set to focus instead on four consumer needs convenience, responsibility, freshness and budget.

“M Kitchen is a huge step, creating a range customers will want to cross the road to buy,” said group commercial director Richard Hodgson.

Other brands expected to launch shortly include M Savers, which is likely to replace Morrisons Value.

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