UK | M&S has made a significant 33 percent increase, equivalent to GBP 36m, in its farming commitments for British chicken, driven by the growing popularity of its Remarksable Value chicken range.
M&S’ sustained investment in trusted value has driven overall sales growth of 20 percent in its Remarksable Value, ‘Dropped & Locked’ and ‘Bigger Pack, Better Value’ lines.
Remarksable Value delivers over 100 everyday staples like bread, milk and Oakham Gold Chicken at market-benchmarked prices. ‘Bigger Pack, Better Value’ provides great value, generous sized portions of family favourites like pasta, sauces and fresh produce.
‘Dropped & Locked’ locks in lower prices across shopping trolley essentials, helping customers save without compromising M&S quality, taste, or welfare standards.
This growth requires additional Oakham Gold farms coming into operation, alongside new breeding and rearing facilities, further supporting UK farming jobs while bolstering M&S’ commitment to offering the best value and quality to customers.
"Our customers are increasingly looking for products that deliver great value without compromising on quality. The success of our Remarksable Value chicken range proves that you don’t have to sacrifice high welfare and taste for affordability,” said Alex Freudmann, Managing Director of Food at M&S.
“By expanding our British farming commitments, we're supporting UK agriculture while meeting growing demand for high-quality, high-welfare food."
M&S is proud to be the first and only national retailer to sell 100 percent RSPCA Assured fresh chicken. Its exclusive, slower-reared Oakham Gold fresh chickens are fed a multigrain diet, inhabit a more natural environment and have 20 percent more space to roam making the meat more succulent and flavoursome.
M&S is also an early signatory of the Better Chicken Commitment, launched by animal welfare organisations from across Europe. The expansion built on M&S's commitment to British farming through its Plan A sustainability program.
As part of Plan A Farming, M&S has been working with its Select Farmers to pioneer regenerative farming methods that protect soil health, enhance biodiversity, and improve animal welfare while maintaining food security.
M&S has reiterated it is committed to supporting British farmers and through sourcing 100 percent British across key products such as Chicken, Beef, Pork and Milk.
M&S has a long-standing partnership with 2 Sisters Food Group, a major food producer that supplies M&S with various products. The partnership includes collaboration on new product development, supply chain transformation, and significant food donation initiatives to combat food insecurity.
"As well as choosing value and higher welfare, customers are increasingly opting for more flavoursome, wholesome cuts. While chicken breasts have ruled for a generation, we are now seeing strong growth in thighs and drumsticks,” said Kathryn Turner, Director of Product Development M&S Food.
“Customers tell us they're doing more slow cooking, but also looking for the natural benefits of collagen, which is abundant in these cuts. We've found that because M&S chicken is slower-grown, it delivers a richer flavour in dishes like casseroles than standard chicken."
The expansion will also increase M&S's annual wheat requirements from 25,000 to 30,000 tonnes to feed the larger flock supplied from the Southwest of England and Scotland.
More global news here
