UK retailer Marks & Spencer will increase its purchases of chicken from suppliers by a third after seeing an uplift in sales across its value chicken lines.

M&S said its investment in value had driven overall sales growth of 20% in its Remarksable Value, ‘Dropped & Locked’ and ‘Bigger Pack, Better Value’ lines.

As a result of this growth, M&S said it required additional Oakham Gold farms coming into operation alongside new breeding and rearing facilities. The retailer said these would “further support UK farming jobs”.

M&S said the expansion will increase its annual wheat requirements from 25,000 to 30,000 tonnes to feed the larger flock supplied from the Southwest of England and Scotland.  

Alex Freudmann, managing director of Food at M&S, said: “Our customers are increasingly looking for products that deliver great value without compromising on quality. The success of our Remarksable Value chicken range proves that you don’t have to sacrifice high welfare and taste for affordability. By expanding our British farming commitments, we’re supporting UK agriculture while meeting growing demand for high-quality, high-welfare food.”

The expansion reportedly builds on M&S’s commitment to British farming through its Plan A sustainability program, and M&S has reiterated it is committed to supporting British farmers and sourcing 100% British across products such as milk, chicken, beef and pork.

Kathryn Turner, director of product development M&S Food, said: “As well as choosing value and higher welfare, customers are increasingly opting for more flavoursome, wholesome cuts. While chicken breasts have ruled for a generation, we are now seeing strong growth in thighs and drumsticks. Customers tell us they’re doing more slow cooking, but also looking for the natural benefits of collagen, which is abundant in these cuts. We’ve found that because M&S chicken is slower grown, it delivers a richer flavour in dishes like casseroles than standard chicken.”