Marks & Spencer is doubling the size of its frozen food range in its latest efforts to attract more families and bigger shopping missions.
The retailer is launching 47 “new and improved” frozen products this week, including ‘clean ingredient’ 100% fruit juice pops and whole milk pops aimed at kids. They are among 34 new and 12 upgraded ice creams and ice lollies, also including Collection Toscano Olive Oil Ice Cream and Extremely Chocolatey Loaded Pistachio Velvety Ice Cream Sticks. All are own label.
The new lineup also includes the latest additions to M&S’s ‘Only Ingredients’ range: the Only 8 Ingredients 85% Dark Chocolate Ice Cream and Only 5 Ingredients Heather Honey Ice Cream.
M&S said it had already added 31 new frozen lines over the past 12 months, among them its Only 3 Ingredients Meatballs and Only 3 Ingredients Burgers, along with larger packs of breaded chicken.
More launches and freezer space
The ice cream launch will be followed by a refresh of other frozen categories, including fish, bake at home and healthy meals.
M&S sees the freezer aisle as a way to further grow its food sales by increasing appeal to families. The food business is already the fastest-growing bricks & mortar supermarket in the UK, with its grocery sales up 9.3% year on year [Worldpanel by Numerator 12 w/e 17 May 2026]. M&S CEO Stuart Machin recently put its grocery market share at 4.1%, or 4.6% with online sales through Ocado included, putting it ahead of Waitrose’s 4.5%.
M&S said almost half of the 802,000 customers the food business gained last year were families, while families also made up a quarter of UK frozen food sales [Worldpanel by Numerator 52 w/e 22 March 2026].
The retailer plans to increase freezer space across its stores by more than 25% to support the range expansion.
“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,” said M&S Food MD Alex Freudmann. “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.”
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