Marks & Spencer has announced an expansion of its frozen offering as part of its strategy to attract more family shoppers, starting with the transformation of its own-label ice cream range.
M&S has stated that it is accelerating the transformation of its food business by doubling the size of its frozen range with the aim of attracting more family shoppers doing their weekly shop.
The first products to be launched as part of the expanded frozen food range are 47 own-label ice creams, made up of 34 new and 12 upgraded ice creams and ice lollies, including fruit juice pops, whole milk pops and Collection Olive Oil Ice Cream, made with West Country double cream and M&S Collection Toscano Olive Oil.
M&S said that the range is 100% own label and has been created by its in-house product development team with “family focused innovation” and “quality and simple ingredients” at its centre. Following the success of its Only Ingredients range, and demand for cleaner products, M&S is bringing out a first ever, Only 5 Ingredients Heather Honey Ice Cream, and Only 8 Ingredients 85% Dark Chocolate Ice Cream, sweetened only with honey.
Frozen foods a key category for family shoppers
Over the last year, M&S has already added 31 new Frozen lines, including larger packs of breaded chicken products and Only 3 Ingredients Meatballs. Following the ice cream launch, the store plans to continue to refresh its frozen food categories, including Frozen Fish, Bake at Home and Healthy Meals, as it builds a broader offering for customers.
The move is part of a wider focus by the store on family categories as it grows its food business. In the last year, M&S said it had attracted 802,000 additional customers, of which almost half were families (Worldpanel by Numerator, Total FMCG, Families, Shoppers, 52w/e to 22nd March 2026), with figures showing that a quarter of frozen food sales are made by families (Worldpanel by Numerator, Total FMCG, Families, Shoppers, 52w/e to 22nd March 2026).
“As we grow the Food business we are focused on making more of the weekly shop feel relevant for families.”
Alex Freudmann, managing director of M&S Food, commented: “More families than ever are shopping at M&S, and as we grow the Food business we are focused on making more of the weekly shop feel relevant for them.”
Freudmann continued: “Frozen is an important category in that mission, so we are investing to bring customers more choice – starting with a complete transformation of our ice cream range. From everyday family favourites like whole Milk Pops and Fruit Pops made with 100% real fruit juice, to more indulgent treats and our new Only 8 Ingredients 85% Dark Chocolate Ice Cream, this new range is M&S own brand innovation at its best.”
M&S is investing in family-friendly stores
The store has made a number of transformations in M&S Foodhalls to make them more accessible for families. Recent investment in its Remarksable Value range have included price reductions on family favourites such as 5% Beef Mince and staple vegetables, while investment in stores will increase freezer space by more than 25% and have also included incorporating wider aisles, large car parks and mini trolleys for kids.
