In Britain, a Christmas trip to the food aisles of Marks & Spencer is as much a treat as presents under the tree, with millions of shoppers ditching their regular supermarket to buy one in four of the fresh turkeys sold over the festive period.
The challenge the 139-year-old group has faced is that a lot of those shoppers then return in the new year to the likes of market leader Tesco, Sainsbury’s or the discounters Aldi and Lidl.
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