Marks & Spencer has increased its British chicken farming commitments by a third, responding to strong customer demand for its value chicken ranges.
The retailer said the expansion reflects growing sales of its Remarksable Value fresh chicken products, with particularly strong performance in cuts such as chicken legs, drumsticks and wings. The move represents an investment of around £36 million and is designed to support increased volumes from British poultry farmers.
M&S reported that sales across its value food ranges – including Remarksable Value, Dropped & Locked and Bigger Pack, Better Value – rose by 20% between September and January.
The company said its fresh chicken offer remains centred on high welfare standards. M&S is the first and only national retailer to sell 100% RSPCA Assured fresh chicken and is an early signatory to the Better Chicken Commitment. Its Oakham Gold chicken, which is slower-reared to higher welfare standards, continues to play a key role in the range.
Alex Freudmann, managing director of food at M&S, said customers are looking for great value while still expecting high quality and strong animal welfare credentials.
The expansion builds on M&S’s Plan A Farming programme, which supports British farmers and investment in UK supply chains. The retailer also highlighted its ongoing partnership with 2 Sisters Food Group.