_gif.gif)
Marks & Spencer (M&S) has initiated a major category expansion by committing to double the size of its frozen food range as part of a wider strategy to attract more family shoppers doing their weekly grocery runs.
The expansion begins with a complete overhaul of the retailer's own-label ice cream segment, introducing 47 new and improved products. To support the wider product rollout, M&S will increase physical freezer space across its store network by more than 25%.
The decision to scale up the frozen division reflects a targeted effort to capture a larger share of the family demographic, which represents a key growth sector for the business.
According to internal customer data, M&S attracted more than 802,000 new food shoppers over the past 12 months, with almost half of those gains coming from families. Because families represent a quarter of all frozen food sales across the UK retail market, expanding this category is seen as a primary driver to increase weekly basket sizes.
Prior to this week's launch, M&S added 31 new frozen lines over the past year, focusing on larger pack sizes of family staples such as breaded chicken, as well as simple-ingredient options like its "Only 3 Ingredients" meatballs and burgers.
To accommodate the expanded inventory, the retailer is adjusting its store layout blueprint. In addition to expanding freezer cabinet space by a quarter, M&S is implementing store features designed to facilitate family shopping, including wider aisles, larger car parks, and child-sized mini trolleys.
Ice Cream Portfolio
The initial phase of the frozen expansion features 34 completely new products alongside 12 upgraded formulations. Developed by the M&S in-house product development team, the range is 100% own-label and focuses on clean ingredient profiles, portion control, and premium options.
The new launches include:
🍦 Collection Toscano Olive Oil Ice Cream: A premium option made with West Country double cream and M&S Collection Toscano olive oil.
🍫 Extremely Chocolatey Loaded Pistachio Velvety Ice Cream Sticks: An indulgent premium addition to the brand's stick format segment.
🍯 Only 5 Ingredients Heather Honey Ice Cream: Sweetened exclusively with honey, catering to consumer demand for clean-label, minimally processed products.
🍫 Only 8 Ingredients 85% Dark Chocolate Ice Cream: A simple-ingredient chocolate option sweetened only with honey.
🍓 Fruit Mini Pops: Made with 100% real fruit juice, containing no added colours or artificial flavours.
🥛 Whole Milk Pops: Portioned, dairy-based treats designed to offer clean-label options for children.
According to Alex Freudmann, Managing Director of M&S Food, the frozen push is part of a concerted effort to make the weekly shop more relevant to families.
The category expansion runs alongside ongoing investments in the retailer's "Remarkable Value" campaign, which has recently seen price reductions on staple items such as 5% beef mince and everyday vegetables while maintaining established quality standards.
Following the initial rollout of the ice cream portfolio, M&S plans to systematically modernise and expand other frozen categories throughout the year, including frozen fish, bake-at-home items, and healthy prepared meals.
