UK retailer M&S boosted its Italian meal sales by 35% through a major revamp, showcasing its strong market position in quality food.
M&S attributed its success to its ‘Fortress Factories’ model and dedicated supply chains, which ensure full control over quality from ingredients to production.
The company’s own-brand strategy allows it to work exclusively with manufacturing sites, like Bakkavor’s Boston facility for pasta, which produced 1.43 million meals in one week after investing in new equipment and upskilling staff.
The revamped Italian range, featuring 49 new or upgraded meals, includes items like Spaghetti Bolognese, Chicken Alfredo, and Macaroni Cheese, alongside new additions such as Crispy Bacon Mac & Cheese and Collection Slow Cooked Beef Tortelloni.
The range also expanded family-size options and offers like ‘3 for £10’.
The transformation resulted in a 35% jump in sales and a 25% volume rise within just two weeks of the launch.
During that initial fortnight, 2.8 million units were sold, the UK retailer noted.
Market Share
M&S also captured a larger portion of the chilled Italian ready meal market, with its share growing to over 30%. Additionally, the retailer sold 54 million Italian meals in 2024 alone.
M&S added that it uses authentic ingredients, such as Italian tomatoes, dried Italian pasta, and Italian pasta machines.
Alex Freudmann, managing director of M&S Food, commented, “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.”
Key Improvements
The revamp also prioritised several key improvements, including the addition of 17 new Italian meal options as part of the 49 new or upgraded dishes.
M&S brought back its premium collection range, featuring top-tier ingredients such as aged Parmesan and Calabrian nduja.
Additionally, packaging and in-store displays were enhanced to make shopping easier for customers. The retailer also emphasized authentic cooking techniques, including slow-cooked sauces and traditional soffritto bases.
This Italian meal transformation is part of a broader quality upgrade programme that has enhanced nearly 3,000 products, contributing to overall M&S Food growth (8.7% sales growth for the year ending March 2025) and strengthening market share.
Dining and Cooking