M&S Italian Meals reset drives 35% uplift in sales

M&S continues to set the standard for quality in the UK food market, thanks to its own brand product strategy that uses a unique “fortress factory” model and long-standing relationships with dedicated M&S suppliers it knows and trusts. This approach gives M&S full control of its supply chain, from sourcing the finest ingredients to crafting meals using processes and staples you’d find in your own kitchen. The team goes to great lengths to ensure every element is made with the care and quality that sets M&S apart.

Through its fortress factory model, M&S works exclusively with sites like Bakkavor’s in Boston, where production is dedicated to M&S pasta products. This partnership has enabled record-breaking output, with 1.43 million meals produced in a single week, a 50% increase on pre-transformation volumes. The Boston site alone has developed 49 exclusive SKUs for M&S, supported by investing into new equipment and team upskilling.

Families love the 3 for £10 Italian meals offer, so this transformation has broadened the family favourite options so customers can continue to mix and match to get the right thing for everyone, launching pesto chicken, bacon mac & cheese and spicy meat fest – which is already a top three product! M&S has also introduced a range of generous serves two options at 800g, as well as our Lasagne as a meal to share for a group of friends or family at 1.5kg

The transformation of the Italian Meals range has delivered strong results:

Sales up 35% and volume up 25% vs last year in the two weeks after the full launch on 10 September.
2.8 million units sold in two weeks post-launch.
M&S has grown its #1 market share in chilled Italian ready meals to over 30%, reinforcing its leadership position.
In 2024, M&S sold 54 million Italian meals, and growth continues to accelerate.
Using only dried Italian pasta, Italian tomatoes and pasta machines from Italy, the range offers a more authentic, home cooked option.
Customer feedback has been overwhelmingly positive across social media, praising the authentic taste and quality improvements.
This transformation supports the broader success of M&S Food, which delivered 8.7% sales growth and increased market share to 3.9% for the year ending March 2025.

Alex Freudmann, managing drector at M&S Food, said: “What sets M&S apart is the depth of control we have over our own brand products through our dedicated supply chains. Our bespoke M&S ‘fortress factories’ work exclusively with M&S, allowing us to guarantee the highest standards at every stage, with no unnecessary ingredients or processing. Our in-house teams worked with our suppliers to ensure we source the best Italian ingredients and we have invested in authentic cooking processes. It’s this level of partnership and precision that ensures our customers experience restaurant-quality meals at home, every time.”

What’s nw?

Each one of M&S’s 49 Italian meals is either new or upgraded – with 17 brand new lines.
The entire range uses only Italian tomatoes, dried Italian pasta and fresh pasta is made on machines imported from Italy.
Reintroduced tiering, including a premium Collection range featuring the finest Italian ingredients: aged Parmesan, Calabrian nduja, Chianti, and fresh herbs.
Improved packaging and in-store displays for easier navigation, now grouped by protein type for a consistent customer experience.

M&S’s commitment to quality starts with the ingredients. Every product in the Italian Meals range is made with store cupboard essentials of the highest quality, sourced from trusted, dedicated suppliers. Tomatoes and pasta come directly from Italy, while sauces are slow-cooked for twice as long to deliver rich, authentic flavours. Each recipe begins with a traditional soffritto base – just as a nonna would at home.

The transformation also focuses on authentic cooking methods. From investing in a new Italian tortelloni pasta machine to using fresh herbs in our Collection range (with one dedicated chef chopping 8kg daily), M&S ensures every meal reflects the care and craft of home cooking or a professional kitchen.

Nicola Smart, Development Controller at Bakkavor commented: “The strategic partnership between Marks & Spencer and Bakkavor has been instrumental in delivering a transformation of this scale. Over the past two years, both organisations have worked in close collaboration, going back to fundamentals to ensure that customers continue to benefit from the market-leading innovation for which Marks & Spencer is renowned.”

M&S continues to lead on quality, with perception up 9% since 2018 and the gap to the market widening. This progress is a result of the continuous improvement and relentless focus on quality at the heart of the food business. Now in its third year, the quality upgrade programme has enhanced nearly 3,000 products. This is a key underpin for transformations, which have delivered strong category growth such as: