M&S Expands Frozen Food Offer with Major Own-Label Ice Cream Transformation for Family Shoppers

M&S Expands Frozen Food Offer with Major Own-Label Ice Cream Transformation for Family Shoppers

(IN BRIEF) Marks & Spencer is doubling the size of its Frozen range as part of its strategy to grow its Food business and attract more family shoppers. The expansion begins with a major transformation of its own-label ice cream range, introducing 47 new and improved ice creams, lollies and ices, including fruit pops made with 100% real fruit juice, whole milk pops, premium indulgent options and cleaner-ingredient products such as Only 5 Ingredients Heather Honey Ice Cream and Only 8 Ingredients 85% Dark Chocolate Ice Cream. The move follows strong customer growth in M&S Food, with more than 802,000 additional customers gained over the past year and almost half of them families. M&S said Frozen is a key category for families, who account for a quarter of UK frozen food sales. The retailer has already added 31 new Frozen lines over the past year and will increase freezer space across stores by more than 25% to support the expanded range. The initiative forms part of wider changes to make M&S Foodhalls more useful for weekly family shops, alongside investment in value, larger family-friendly packs, wider aisles, large car parks and mini trolleys for children.

(PRESS RELEASE) LONDON, 29-May-2026 — /EuropaWire/ — Marks & Spencer is expanding its Frozen offer as part of a wider plan to make its Food business more relevant to families and weekly shoppers. The retailer is set to double the size of its Frozen range, beginning with a major refresh of its own-label ice cream, lollies and ices selection.

The expansion begins this week with the launch of 47 new and improved frozen dessert products, including 34 new lines and 12 upgraded products. The range has been developed by M&S’ in-house product development team and is designed to offer broader choice for families, combining everyday children’s favourites with more indulgent options for adults.

The new and refreshed ice cream range includes fruit pops made with 100% real fruit juice, whole milk pops, and products created with a focus on simpler ingredients. Among the additions are Fruit Mini Pops made with real fruit juice and no added colours or flavours, as well as Collection Toscano Olive Oil Ice Cream, made with West Country double cream and M&S Collection Toscano Olive Oil.

M&S is also extending its cleaner-ingredient proposition following the success of its Only Ingredients range. New products include Only 5 Ingredients Heather Honey Ice Cream and Only 8 Ingredients 85% Dark Chocolate Ice Cream, which is sweetened only with honey. The wider range also includes more premium treats such as Collection Toscano Olive Oil Ice Cream and Extremely Chocolatey Loaded Pistachio Velvety Ice Cream Sticks.

The move forms part of M&S’ broader strategy to strengthen key family food categories and encourage more customers to use its Foodhalls for the weekly shop. Over the past year, M&S gained more than 802,000 additional Food customers, with families accounting for almost half of that growth. The retailer also noted that families represent a quarter of frozen food sales in the UK, making Frozen an important category for its growth ambitions.

M&S has already been expanding its Frozen offer over the past 12 months, adding 31 new lines across the category. These include larger family-focused packs of breaded chicken, as well as products such as Only 3 Ingredients Meatballs and Only 3 Ingredients Burgers. The latest ice cream launch marks the next phase of a broader category transformation.

The Frozen expansion follows several recent changes across M&S Foodhalls aimed at improving the retailer’s appeal to families. These include investment in the Remarksable Value range, with price reductions on family staples such as 5% beef mince and vegetables, while maintaining the quality customers expect from M&S.

To support the larger Frozen range, M&S will increase freezer space across its stores by more than 25% as part of its wider store investment programme. The retailer said this supports a new and renewed store blueprint designed to make family shopping easier, with features such as wider aisles, large car parks and mini trolleys for children.

Alex Freudmann, Managing Director of M&S Food, said more families than ever are shopping at M&S and that the retailer is focused on making more of the weekly shop relevant to them as it grows the Food business. He said Frozen is an important category in that mission and that the transformed ice cream range reflects M&S own-brand innovation, from whole milk pops and fruit pops made with real fruit juice to indulgent treats and the new Only 8 Ingredients 85% Dark Chocolate Ice Cream.

Following the ice cream launch, M&S plans to continue refreshing other Frozen categories, including frozen fish, bake-at-home products and healthy meals, as it builds a larger and more varied offer for customers looking to complete more of their weekly shop at M&S.

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SOURCE: Marks and Spencer