M&S Food is set to launch a range of own label Halal prepared ready meals, which it claims is a first for a major UK retailer and will tap into growing demand for such products.
From next week, a range of six Halal Food Authority (HFA) certified prepared meals will roll-out across 36 selected M&S stores. The retailer stated that its product development team has worked with HFA and suppliers to deliver Halal certified versions of its most popular prepared meals, including Chicken Arrabbiata, Chicken & Mushroom Tagliatelle, Chicken & Leek Bake, Chicken Hotpot, Chicken Jalfrezi, and a Chicken Tikka Masala.
Stuart Machin, Managing Director of M&S Food commented: “Protecting the magic of M&S Food means leading the way as food innovators, with first to market ranges that respond to growing dietary demands and can deliver real commercial impact.
“M&S Food is changing to become more relevant, more often to families across Britain and our new Halal meal range is a great example of how we are broadening appeal so that more customers can enjoy our delicious, quality food.”
In May this year, M&S began stocking a range of Shazans branded Halal chicken products in selected stores. It said that a strong sales response from local customers to these products led to its decision to invest in an own label range. The new M&S Halal prepared meal range has a distinctive orange packaging design and logo and will be stocked alongside the Shazans products.
As well as going on sale in selected UK stores, the new range will also be sold by M&S’ international franchise partner Al-Futtaim in markets including Singapore and Dubai.
NAM Implications:
- Great illustration of sensitivity to consumer need coupled with high speed to market…
- In other words, M&S trialled a branded version in May 2019…
- …must have realised a real need within a week.
- Specified an own label alternative in six meal solutions (overnight?),
- …tested and obtained Halal Food Authority approval (and by definition endorsement)…
- …with pack design ready and instore by the end of October.
- Not sure whether to be more scared at suppliers missing an obvious gap in the market…
- …or be more apprehensive of a retailer’s ability to be there and back so fast…
- …via third parties.
- Watch this space…
