M&S is launching an own-label halal ready meal range in an effort to create a more localised offer in selected stores.
From 6 November, 36 stores will offer a range of six Halal Food Authority (HFA) certified meals including Chicken Arrabbiata, Chicken Jalfrezi and a Chicken Tikka Masala.
“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,” said M&S Food MD Stuart Machin.
“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.”
A number of the stores are in London, including in Camden, Clapham and Croydon. Other cities to get the range include Birmingham, Leeds and Manchester.
It follows strong sales of a range of branded halal chicken lines, produced by Shazans, that M&S began stocking in selected stores in May, the retailer said.
Read more: M&S launches ‘buy now, pay later’ scheme online
The new own label range would help M&S “deliver a better localised offer” in the 36 stores and was part of its “far-reaching transformation plan”, a spokesman said.
M&S staff following an HFA diet had been instrumental in driving the development of the range.
Simon Pollitt-Khan, store manager at Temple Fortune in London, said: “Following a halal diet, there are limited options if I want to grab something quick and easy for dinner. Whilst some major retailers are starting to stock halal meat, there are still very few opportunities to eat different flavour foods - like Italian or more traditional British dishes - in a convenient halal format.
“Knowing M&S’ heritage for innovation and the growing demand for halal food, I approached the Food leadership team with an idea and it’s great to see it turned into a commercial reality.”
No comments yet