Marks and Spencer (M&S) has invested over £4 million to lower the price of more than 50 products in its Organic range as it continues its efforts to attract customers for larger shops.

The move comes as it works to double the size of its food business and deliver on its ambition of becoming what the chain calls a “true shopping list retailer”.

Some Organic products will join its price benchmarked Remarksable Value range, with Organic garlic beginning at 70p and Organic carrots at 90p. Currently, around one-third of M&S customers buy products from the Organic range occasionally, according to the supermarket’s data, and it hopes that lowering prices will attract new customers into the category and help existing shoppers visit more frequently.

This investment is part of a wider overhaul at M&S that includes the opening of its largest ever foodhall in July and the doubling of its frozen food range in June. The company said the strategy is helping customers shop larger baskets whilst ensuring they continue to receive the quality they expect.

It has invested more than £30 million in price reductions this year, not including this announcement.

M&S is also in the process of rolling out multi temperature zones for its Organic range, allowing customers to shop ambient, chilled and frozen products in one area.

Alex Freudmann, managing director of M&S Food, said: “We're on a journey at M&S Food to become a true shopping list retailer, giving customers more reasons to shop with us more often and for more of what they need each week. Organic is a category with huge potential.

“That's why we're investing over £4 million to lower prices on more than 50 organic staples, bringing together trusted M&S quality, accredited organic sourcing at great value. It's another important step in making M&S accessible to more customers while supporting our ambition to grow the Food business.”

---