M Kitchen Vegetarian from Morrisons

To combat “bland and uninteresting” vegetarian options, British retailer Wm Morrison Supermarkets launched Private Brand vegetarian meals to enhance its M Kitchen brand. The M Kitchen chefs created a mouth-watering selection of vegetarian dishes, inspired by fantastic world flavors. What’s more, top chef, Atul Kochhar has created a delicious North Indian Vegetable Curry. Selections include

  • Atul Kochhar’s North Indian Paneer and Vegetable Curry
    With paneer and vegetables and flavored with North Indian style spices.
  • Spicy Tomato Masala and Pilau Rice
    Combining tasty vegetables in a spicy tomato sauce with spiced basmati rice, our mouth-watering masala is a true taste of India.
  • Mushroom & Caramelized Onion Potato Melters
    Crispy breadcrumbs on the outside and creamy on the inside. These potato cakes are a perfect winter warmer packed with flavor.
  • Crushed Charlotte Potato Melters
    Flavorful Charlotte potatoes combined with creamy cheese sauce in breadcrumbs to give you comfort food at its best.
  • Spicy Bean Burgers
    A fantastic main bursting with beans and a delightful crust of nacho crumb. Try it with a nice cooling sour cream dip.
  • Sweet Potato & Sunblaze Tomato Crispmelt
    This dish delights with every mouthful from the crunchy outer crust to the satisfying melting middle of cheese sauce.
  • Roasted Mushroom Tripoline
    The tenderstem broccoli and soft mushrooms are delicious in the subtle creamy white wine and cheese sauce.
  • Broad Bean, Pea and Asparagus Risotto
    This risotto is packed with a cracking combination of greens, perfectly complimented by the creamy wine and regato cheese sauce.
  • Falafel with Roasted Peppers and Squash
    Treat your taste buds to a Moroccan style feast of falafel and vibrant veggies. Topped off with a cool mint yoghurt dressing.
  • Vegetable Moussaka
    This dish oozes indulgent Greek flavours with layers of aubergine and pulses, packed with herbs and topped with cheese and tomato.
  • Vegetarian Lasagne
    Layer upon layer of delicious soya mince and rich vegetables, with hearty pasta and tempting cheese sauce.
  • Vegetarian Spaghetti Bolognese
    Bolognese that’s as good as Mama used to make. Get a real taste for this Italian style treat with oodles of spaghetti covered in a delicious tomato and soya mince sauce.
  • Dahl and Roasted Vegetables
    This hearty and wholesome dish is perfect comfort food, matching delicious roast vegetables for a taste of India.


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Christopher Durham

Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan).

Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s.
Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago.

Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.