Morrisons is launching an M Kitchen vegetarian range in store that will “offer a new standard of exceptional meat-free meals”.
The products are said to have been created in response to customer feedback that too much of the vegetarian food in supermarkets was “bland and uninteresting”.
The selection, which includes a curry from two Michelin-starred chef Atul Kochhar, is now available in-store and marks the first time that Morrisons has sold an own-brand vegetarian range.
Neil Nugent, Morrisons executive chef and head of innovation, said: “This range sets a new standard for vegetarian meals on the market.
“Our customers have told us that they are tired of the same old bland meals 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 creations such as Atul Kochhar’s North Indian Vegetable Curry and Rice and a Crushed Charlotte Potato Melter with West Country Cheddar Sauce.
Morrisons will look to continue expanding its vegetarian selection throughout the year, with further products in line specifically for Christmas.