Business unit director for food services and chilled food Penny Coates said the chain had added 9ft of chilled space in each store for Christmas, which it would retain in the new year.
"We've put a lot of effort into general merchandise which will continue, but now we're bedding it down, we're going back to food innovation next year and looking to increase fresh food space across the shops."
Coates said as they visited each store, refreshing the estate, they would look at the balance of fresh food and increase it as necessary.
"Generally we allocated less space for chilled food than some competitors and the demand for it is there."
Coates said the extra space would be for ready meals, dairy and juices.