Next week will see the launch of supermarket chain Morrisons’ first ever convenience food range called M Kitchen at its stores across the UK.
Over 11,000 new or improved products and 150 completely new lines have been created by the Morrisons team, aimed at consumers on the go looking for quick to make meals.
Following Tesco’s slashing of prices across its product ranges, David Buik, analyst at BGC Partners, says that a focus on convenience shoppers will help Morrisons say competitive and that “capitalising on the M Kitchen range makes sense”.
Morrisons has been keen to open more small format stores in urban locations, particularly in the south of England as the core of its portfolio is outside this region, and this new product range should compliment that offer well.
Richard Hodgson, Commercial Director of Morrisons, said: “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.
“This relaunch 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.”
Much of the M Kitchen range has been masterminded by new Executive Chef & Head of Innovation at the retailer Neil Nugent, who was poached from Waitrose earlier this year.
Buik claims that Tesco and Co-operative are probably ahead of their rivals in terms of own brand groceries at present, but this new focus on convenience could be what expands Morrisons’ market share and popularity in the south of England.
“I think CEO Dalton Phillips has taken a long good look at his business model and during the last year Morrisons has been equal to the task of remaining competitive,” Buik commented.
“There have to be sales drives to stay ahead of Tesco’s price cutting war. A range of convenience goods is one such initiative.
“A grab and go food range is essential. The consumer is inherently lazy. They want it on a plate. So pander accordingly.”