M&S to double size of frozen range in family focused push
M&S is accelerating the transformation of its food business by doubling the size of its frozen range as it looks to strengthen its family focused categories.
The refresh of the range has kicked off with the addition of an initial 47 new and improved products, from clean ingredient fruit juice pops and whole milk pops to Collection Toscano Olive Oil Ice Cream and Extremely Chocolatey Loaded Pistachio Velvety Ice Cream Sticks. Freezer space across stores will also increase by more than 25% to support the expansion.
Subscribe to TRBOver the past 12 months, M&S has already added 31 new frozen lines, including larger packs of breaded chicken and its Only 3 Ingredients Meatballs and Burgers.
M&S is currently working to strengthen its core family categories across food. The retailer attracted over 802,000 additional customers last year, almost half of which were families.
Alex Freudmann, managing director of M&S Food, said: “More families than ever are shopping at M&S, and as we grow the food business we are focused on making more of the weekly shop feel relevant for them.
“Frozen is an important category in that mission, so we are investing to bring customers more choice – starting with a complete transformation of our ice cream range.
“From everyday family favourites like whole Milk Pops and Fruit Pops made with 100% real fruit juice, to more indulgent treats and our new Only 8 Ingredients 85% Dark Chocolate Ice Cream, this new range is M&S own brand innovation at its best.”
Following the ice cream launch, M&S will continue to refresh other frozen categories, including frozen fish, bake at home and healthy meals.
