M&S targets family shoppers with expanded value food range and lower kidswear prices

Expanding its Bigger Pack, Better Value range to over 90 products, M&S said it is tailoring the new range to meet the needs of families, which is a rapidly growing segment for the retailer.

New lines in the range include Select Farms mixed peppers (750g) for £2.50; large mozzarella and tomato pizza (465g) for £3.75; and two garlic baguettes (420g) for £2.25.

The expanded range is part of M&S’ broader strategy to focus on its value proposition, which also includes the launch of a family stir fry dine-in deal in its food halls.

M&S offers over 200 products under three of its value-focused labels: Remarksable Value; Bigger Pack, Better Value; and Dropped & Locked.

Dropped & Locked labels highlight products with temporarily reduced prices and recent additions have been across vegetables, sliced meats and cheeses.

This focus on value comes after M&S chief executive Stuart Machin highlighted declining consumer confidence following last autumn’s Budget – despite the retailer posting a “record” Christmas where sales grew above the wider grocery market.

M&S Food product development director Kathryn Turner said: “Quality is at the heart of every decision we make at M&S Food, which is why we offer customers trusted value, which to us means M&S quality at the best price.

“Whether customers are looking for the best everyday products on the market in our Remarksable Value range or a restaurant-quality meal at home from one of our dine-in deals, they can trust that every product at M&S Food offers both great value and industry-leading quality.”

The announcement comes on the same day the retailer slashed prices on 100 childrenswear lines by up to 20%.

M&S kidswear director Alexandra Dimitriu said: “Customers are looking for trusted value. When it comes to clothing, we know value is more than just the product’s price – they also want confidence that it is made well and made to last and offers versatility. We’ve focused on investing in the price and quality.”