M&S is trying to tempt more family shoppers as it recovers from the cyberattack, with bigger pack sizes and new ranges rolled out in stores.
Its Bigger Pack, Better Value range, aimed squarely at family shoppers, has been increased in size by a third. It means over 100 lines are now available in bigger formats, with new additions including 12 free range British eggs for £3.20, 600ml of Double Cream for £2.65, and a four-pack of avocados for £3.50.
M&S has also launched 40 “new and upgraded” lines including its first own-label medicine range. It includes “family medicine cabinet essentials” such as paracetamol, ibuprofen, allergy tablets and children’s liquid paracetamol.
Elsewhere, there are eight new baby food lines, including baby milk.
M&S said it followed the launches of family-sized pasta sauces and toiletries such as shampoo and conditioner earlier this year.
Meanwhile, key homecare lines have also been upgraded, with new 5-in-1 washing pods (30 washes) launching.
Increasing basket spend by appealing to more families as a ‘shopping list retailer’ has been central to the turnaround and sales growth of M&S’s food business. Latest Kantar data showed M&S grocery sales maintained double-digit growth in the 12 weeks to 15 June, climbing by 12% year on year, despite availability issues caused by the cyberattack on the retailer in April.
M&S said its volume and value growth for families was the strongest of any major retailer.
“When we talk about being a shopping list retailer, it means that customers can trust us to have what they need when they come shopping, in the right size and at the right price,” said M&S Food MD Alex Freudmann.
“We’ve been working hard to close our range gaps and make sure the price and quality of our key family lines delivers against customers’ expectations.
“All this has been increasing our credibility with families and we’re seeing strong growth with these shoppers.
“As we always say at M&S, there’s still lots of opportunity to go further and really cement M&S as the destination for families to get everything they need, at the quality you can only get from M&S.”
M&S said its Fresh Market Specials, such as Family blueberry and cherry pots, had proved particularly popular earlier this year. The blueberries pots were available in March for £4.50, and helped boost year on year volume sales growth of blueberries by more than 30%, according to the retailer. The cherry pots were available in June for £3.50, became the best-selling Fresh Market Special ever.
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