UK | M&S has continued to set the standard for quality in the UK food market, thanks to its own-brand product strategy.
Through its fortress factory model, M&S works exclusively with sites like Bakkavor’s in Boston, where production is dedicated to M&S pasta products. This partnership has enabled record-breaking output, with 1.43 million meals produced in a single week, a 50 percent increase on pre-transformation volumes.
The Boston site alone has developed 49 exclusive SKUs for M&S, supported by investing in new equipment and team upskilling.
Families love the three-for-GBP10 Italian meals offer, so this transformation has broadened the family-favourite options so customers can continue to mix and match to get the right thing for everyone.
It has launched pesto chicken, bacon mac & cheese, and spicy meat fest, which are already top-three products. M&S has also introduced a range of generous serves two options at 800g, as well as our Lasagne as a meal to share for a group of friends or family at 1.5kg
The transformation of the Italian Meals range has delivered strong results:
- Sales up 35 percent and volume up 25 percent vs last year in the two weeks after the full launch on the 10th of September.
- 2.8 million units sold in two weeks post-launch.
- M&S has grown its #1 market share in chilled Italian ready meals to over 30 percent, reinforcing its leadership position.
- In 2024, M&S sold 54 million Italian meals, and growth continues to accelerate.
"What sets M&S apart is the depth of control we have over our own brand products through our dedicated supply chains. Our bespoke M&S ‘fortress factories’ work exclusively with M&S, allowing us to guarantee the highest standards at every stage, with no unnecessary ingredients or processing," said Alex Freudmann, Managing Director at M&S Food.
"Our in-house teams worked with our suppliers to ensure we source the best Italian ingredients, and we have invested in authentic cooking processes. It’s this level of partnership and precision that ensures our customers experience restaurant-quality meals at home, every time."
Each one of M&S’s 49 Italian meals is either new or upgraded, with 17 brand new lines. The entire range uses only Italian tomatoes, dried Italian pasta and fresh pasta is made on machines imported from Italy.
Reintroduced tiering, including a premium Collection range featuring the finest Italian ingredients: aged Parmesan, Calabrian nduja, Chianti, and fresh herbs. Improved packaging and in-store displays for easier navigation, now grouped by protein type for a consistent customer experience.
M&S’s commitment to quality starts with the ingredients. Every product in the Italian Meals range is made with store cupboard essentials of the highest quality, sourced from trusted, dedicated suppliers.
Tomatoes and pasta come directly from Italy, while sauces are slow-cooked for twice as long to deliver rich, authentic flavours. Each recipe begins with a traditional soffritto base, as the transformation also focuses on authentic cooking methods.
From investing in a new Italian tortelloni pasta machine to using fresh herbs in the Collection range (with one dedicated chef chopping 8kg daily), M&S ensures every meal reflects the care and craft of home cooking or a professional kitchen.
“The strategic partnership between Marks & Spencer and Bakkavor has been instrumental in delivering a transformation of this scale," said Nicola Smart, Development Controller at Bakkavor.
"Over the past two years, both organisations have worked in close collaboration, going back to fundamentals to ensure that customers continue to benefit from the market-leading innovation for which Marks & Spencer is renowned.”
M&S continues to lead on quality, with perception up 9 percent since 2018 and the gap to the market widening. This progress is a result of the continuous improvement and relentless focus on quality at the heart of the food business. Now in its third year, the quality upgrade programme has enhanced nearly 3,000 products.
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