Marks & Spencer has bulked up its online food range with 100 “favourite food hall products” that widen the scope of the offer beyond entertaining.
The enlarged M&S Food to Order range, which allows customers to order online and collect in-store, contains everyday items including ready meals, fresh meats and desserts.
Customers will now be able to post orders online for dishes such as cottage pie and tarte au citron and pick them up between three and five days later from stores.
New gluten-free, nut allergy-friendly and vegetarian products have also joined the list and there are tabs on the website to direct customers to these categories.
“We wanted to give people more specialist choices and offer products that may not be available at their local supermarkets,” said a spokeswoman. Previously the range of 160 products focused on entertaining, with items including big salads, hampers and personalised cakes.
The move comes as M&S bids to double its online sales £1bn. Tesco e-commerce boss Laura Wade-Gery was poached earlier this year to head up the drive.
Tesco loses fizz as its dotcom queen quits for M&S board (analysis; 12 February 2011)
Tesco stunned by Wade-Gery defection to M&S (8 February 2011)
Bolland cuts back the brands in new M&S masterplan (9 November 2010)