Marks & Spencer is investing over £4 million to reduce the prices of more than 50 organic products and make this category accessible to a wider audience of British consumers, while also strengthening its strategy to become a retailer capable of fulfilling the entire weekly shopping list. The move affects numerous everyday items, from fruit and vegetables to pasta, dairy products, eggs, meat, condiments, and pantry items, with prices now starting at 70 pence for organic garlic and 90 pence for a pack of carrots.
Some of the affected products, including carrots, potatoes, pasta, and lamb mince, will also be included in the Remarkable Value range, through which M&S benchmarks its prices against those of competitors while maintaining the brand's hallmark quality and sourcing standards. All products in the range will continue to be certified according to the Soil Association's organic standards, a factor on which the retailer intends to maintain its differentiation despite the price reduction.
Among the most significant reductions are honey granola, which drops from £5,20 to £4, organic balsamic vinegar, which drops from £6 to £4,40, and potatoes, whose price drops from £2,65 to £1,70. White and self-raising flours are down from £2,60 to £2,05, fusilli pasta from £2,30 to £1,90, while the price of organic lamb mince is down from £7,50 to £6,40.
The move leverages the growth potential of the nearly £2 billion UK organic market, where private label products now account for approximately half of sales. According to Worldpanel data for the 52 weeks ending May 2026, the sector is growing 4,4% annually, while research conducted by M&S itself indicates that more than a third of its customers are now purchasing more organic foods than they did five years ago.
Approximately a third of customers already buy organic products at least occasionally, and by offering lower prices, the group aims to both attract new consumers to the category and increase the frequency of purchases by existing ones. The stated goal is to double M&S's share of the organic market, including this initiative as part of the broader development plan for its food division, which the retailer aims to double in size.
The price reduction represents a further step in the strategy launched to transform M&S Food from a destination mainly linked to occasional purchases or premium products into a brand used more regularly for complete shopping.
From the beginning of 2026 until June, the group had already allocated over £30 million to reduce the prices of numerous essential products, an investment now complemented by over £4 million earmarked for its organic range. The strategy is not just about affordability, but also includes expanding the assortment into categories that can capture a growing share of household spending.
In August, M&S Food debuted in the pet food sector with its own-brand line Paws & Pals, a move also motivated by the fact that nearly half of pet food is purchased in supermarkets. In May, the retailer also announced plans to double the size of its frozen food offering, expanding dedicated space in stores and offering a more family-friendly selection.
At the same time, the development of larger Foodhalls continues, designed as true shopping destinations, where customers can find a broader range and a more integrated shopping experience. In its newer and larger stores, M&S is also introducing organic areas with different temperatures, bringing together frozen, chilled, and pantry products in the same space and making the category easier to locate and purchase.
"We are committed to transforming M&S Food into a true shopping list retailer, giving customers more reasons to choose us more often and for a greater portion of their weekly needs," said Alex Freudmann, managing director of M&S Food. "Organic is a category with enormous potential, which is why we are investing over £4 million to reduce prices on more than 50 essential products, combining M&S quality and certified organic sourcing with greater convenience," added Freudmann. With this move, Marks & Spencer seeks to overcome the perception of a predominantly premium brand, without sacrificing the quality that underpins its positioning, and to gain a larger share of the daily food consumption of British families.
