Launching this week, the refreshed range includes 47 new and improved products and has something for everyone – from clean ingredient fruit juice pops and whole milk pops perfect for kids to Collection Toscano Olive Oil Ice Cream and Extremely Chocolatey Loaded Pistachio Velvety Ice Cream Sticks. The range is 100% own label and was created by the M&S in house product development team with family focussed innovation at its heart.
The transformation includes 34 new and 12 upgraded ice creams and ice lollies, broadening the range with quality and simple ingredients at its core. Fruit Mini Pops are made with real fruit juice, with no added colours or flavours, while Collection Olive Oil Ice Cream is made with West Country double cream and M&S Collection Toscano Olive Oil. Following the success of its Only Ingredients range, and demand for cleaner products, M&S is bringing out a first ever, Only 5 Ingredients Heather Honey Ice Cream, and Only 8 Ingredients 85% Dark Chocolate Ice Cream, sweetened only with honey.
The expansion is part of M&S broader focus on strengthening core family categories as it grows the Food business: In the last year, M&S attracted over 802,000 additional customers, and almost half of those were families*. Frozen is an important category for families, as they make up a quarter of sales of frozen food.
Over the last 12 months, M&S has already added 31 new Frozen lines, including larger packs of bigger packs of Breaded chicken and products such as its Only 3 Ingredients Meatballs and Only 3 Ingredients Burgers, as it builds a broader range for family shopping occasions.
This is the latest of a number of transformations in M&S Foodhalls to become more relevant to families: Recent investments in its Remarksable Value range have seen family favourites including 5% Beef Mince and staple vegetables reduce in price, while maintaining the quality M&S customers know and trust.
As part of its wider investment in stores, M&S will increase freezer space across its stores by more than 25% to support its expansion of its Frozen range. This is the latest addition to the new and renewed store blueprint to store features which make shopping as a family easier, including wider aisles, large car parks and mini trolleys perfect for kids.
Alex Freudmann, managing director of M&S Food, said: “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. 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. From everyday family favourites like whole Milk Pops and Fruit Pops made with 100% real fruit juice, to more indulgent treats and our new Only 8 Ingredients 85% Dark Chocolate Ice Cream, this new range is M&S own brand innovation at its best.”
Following the ice cream launch, M&S will continue to refresh Frozen categories including Frozen Fish, Bake at Home and Healthy Meals as it builds a bigger, broader offer for customers looking to do their weekly shop.
