Morrisons Launches Cookbook Which Matches Recipes To Football Fans Emotions

Ahead of the England match against Wales later today, Morrisons has released a series of recipes designed to help football fans get through the emotional rollercoaster of this summer’s Euro 2016 tournament. The dishes have been developed by the supermarket to accompany the feelings of Celebration and Comfort – the likely emotions that will be felt by home nation football fans this summer.

The Morrisons Emotion Cookbook is the first time food has been specifically designed to satisfy people’s emotional cravings. Former England goalkeeper David Seaman helped test the Emotion menu by reliving the highs and lows of his international career and eating the Celebration and Comfort meals accordingly (see video below).

Morrisons said expects to welcome more than 11 million customers into its stores each week this summer as the nation soaks up sporting events including Euro 2016, Rio Olympics, home Test Matches and Wimbledon.

Richard Jones, head chef at Morrisons, commented: “We’ve had great fun cooking up a series of dishes designed to trigger a specific emotional response, and are confident we’ve got a meal to match any match. Our celebration recipes are based on foods that are typically found at big occasions so evoke memories of parties and good times. And our comfort recipes are based on homemade classics – instantly taking our customers back to childhood and memories of meals made with love and care. David understands the highs and lows of football tournaments more than most so was perfectly qualified to give our emotion recipes the first reviews.”