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.
Source; Morrisons
Fantastic to see someone finally realising that the current vegetarian offer across all supermarkets is very poor. Look forward to trying it!
There is one caveat to vegetarian instead of vegan food. Animal protein, particularly cow milk protein, binds with all the healing antioxidants and renders them USELESS to our body! It’s so easy and healthier to be vegan!
Why would someone choose to be vegan? To help end world hunger for one! Here are two uplifting videos to help everyone understand why so many people are making this life affirming choice: http://www.youtube.com/watch?v=fKr4HZ7ukSE and http://www.veganvideo.org
It looks like the mexican bean burgers in the new Morrisons range are vegan – and they are really yummy, with big chunks of a variety of interesting vegetables, firm beans and a crunchy crumb coating, rather than the usual tasteless school dinners mush that vegetable burgers are usually made out of – well done Mozzas! I reckon Morrisons / Stateside cheap stonebaked garlic bread is vegan too, although it includes palm oil of uncertain origin, so not one for the environmentalists. What a pity that supermarkets don’t realise that they are missing a trick by not labelling their vegan products.