M&S trialling in-store meal kits

Date : 07 February 2019

M&S is trialling in-store meal kits, ‘In the Bag’, in six of its stores.

‘In the Bag’: expanding the food-for-tonight offer

M&S is trialling a new food-for-tonight meal kit offer, ‘In the Bag’, in six of its stores.

Branches involved in the trial include Tolworth, Marble Arch, Braehead, Lisburn, Camberley, and Handforth Dean.

The offer will appeal to a wide range of busy shoppers, with five different options, including meat, chicken, fish and vegetarian alternatives.

Prices start at £8, and the meals are designed to serve two people.


Source: IGD Research

The move forms part of the business’s wider plans to sharpen its food proposition and provide more convenient food for tonight solutions for shoppers.

Boosting convenience for shoppers

Meal kits are well positioned to meet shopper priorities. According to IGD’s Shoppers of the Future flagship research, 71% of 18-24-year-old shoppers claim their lives will be busier in 5-10 years’ time.

Convenience is a key attraction of meal kits, helping shoppers cut down on planning, shopping and meal preparation time.

The in-store offer provides a great option for shoppers that are reluctant to commit to a subscription-based meal kit model.

 

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