Supermarket reduces or locks the price of hundreds of products in latest price initiative

A number of fruit and veg items are among over 200 products to have their prices cut or frozen by M&S as part of plans to keep healthy food affordable. 

M&S Food said the investment will see it cut the price of over 70 family staples and extend its price lock on 150 customer favourites.

Among the products being reduced are a two-pack of perfectly ripe Hass avocados, which are down 10p at £1.90. Price locks include Super Sweet Corn on the Cob (£1.40 for a two-pack) and Select Farms Season’s Gold Potatoes (£1.65/kg).

The retailer has dropped or locked the price on over 50 Eat Well products that “meet key nutritional values and are given a health seal of approval to help customers feel confident in choosing a balanced diet”, from M&S Select Farms Mangetout, down 15 per cent to £1.70, and pineapple chunks, down 15 per cent to £1.70.

The investment sits alongside the retailer’s Remarksable Value range of everyday staples, first launched in 2019, which it points out are continuously benchmarked against key competitors. Sales of the range are up 40 per cent, and they have appeared in over 20 per cent of customer baskets in the past year.

Alex Freudmann, managing director at M&S Food: “We know value is everything to our customers right now, and while they’re looking forward to a great summer, they’re also looking for certainty on spending. Our latest price investment across 200 products upholds our trusted value promise and delivers on that certainty.

”We’re determined to keep up the pace for our customers. Our value perception is at its highest point in six years because we are relentlessly focused on price with no compromise to the magic of M&S Food – our market-leading product quality, innovation and sourcing standards.”