New M Kitchen range at Morrisons

M Kitchen range at Morrisons

Morrisons is due to launch a new ‘M Kitchen’ convenience range next week aiming to offer “restaurant standard recipes” that shoppers can make easily in their own home.

Morrisons already attracts a high proportion of ‘meal for tonight’ shoppers vs most of their competitors (although still lower than Sainsbury’s), and this range is also likely to particularly meet a growing need within their new ‘M Local’ convenience concept stores. 

him! is currently speaking to 1,000s of supermarket shoppers at Morrisons, Asda (incl ex-Netto stores), Tesco, Sainsbury’s and Co-op to find out what shoppers really want from their supermarket shop and who is better meeting their needs.  Contact your account manager to access the findings, available next month.

Source: Supermarket Tracking Programme