Morrisons has become the first bricks-and-mortar-supermarket to launch an iPad app of its customer magazine.

The app launched on the 10th March 2012 and is available from the App Store and Newsstand.

The launch of the app coincides with the redesign of the in-store magazine and will host exclusive content. Recipes, for example, are presented in the form of interactive cards, showcasing products and methods, to allow readers to cook along in real time.

The first issue features 38 pages and has been produced by Result Customer Communications, who produce the print version also.

Morrisons has brought in food photographers, including Nato Welton, and writers and stylists for the revamped magazine, which will feature lifestyle and travel articles for the first time.