M&S and Morrisons evolve food box choices

Laura Jacobson
Head of Insight - RA UK
@RetailAnalysis

Date : 20 July 2020

Both retailers add new options including recipe kits to their home delivery food box propositions as they seek to serve a broader range of occasions.

Morrisons: flexibility and family focus

Since launching its essentials food box at the start of the lockdown, Morrisons has continued to add innovative new options to range. While seasonal variations such as the Ramadan box and VE Day celebration tea are no longer part of the offer, Morrisons has 16 easy choices. These including boxes which cater for vegans, vegetarians and those eating gluten-free. Ready meals and from-scratch options offer flexibility for different lifestyles.

Its latest new additions include:

  • 5 meals to feed a family of 4 - family favourites include spaghetti bolognese and sausage tray bake, representing good value at £30 for 20 portions
  • The "big night in" box - this selection of snacks, drinks and pizzas costs £25
  • The picnic box - costing £20, this includes deli and bakery items, fruit, sandwich ingredients and drinks. It is designed to feed 2-4 people
  • The British food box - at £45 this is one of Morrisons' more expensive options, and includes a wide range of British produce such as meet, dairy and produce. £1 from each box is donating to British farming charities via The Prince's Countryside Fund
  • The lean meat box - 50 portions of lean meat is positioned as a freezer-filler for health-conscious shoppers. It costs £45, and joins a range of other meat-centric options, including BBQ food, The Best premium meats, family meats, and meats plus essentials

 

Source: Morrisons

M&S: seasonal and stock-up options

M&S also quickly brought to market a choice of food box solutions, beginning with ambient grocery, but quickly evolving into seasonal fresh produce offerings and ready meals to help shoppers stock their fridges. There are currently eight options, priced from £20-£40.

Beyond its fresh food boxes, M&S has also unveiled some exciting gifting options, including birthday cake and bubbles gifts and afternoon tea bundles.

Until M&S products go-live on the Ocado platform in September, only a limited range of its products are available online (including through its partnership with Deliveroo).

Its latest new additions include:

  • The Count on Us ready meal box - eight portions of low calorie meals to go in the fridge or freezer, costing £30
  • The Cook with M&S recipe box - three meals for two, to cook from scratch, featuring Cook with M&S pastes and recipe cards. Recipes feature international flavours, such as king prawn paella. The box costs £32.

 

Source: M&S

Seizing in-home evening meal opportunities

Both Morrisons and M&S are seeking to take a larger slice out of the evening meal occasion. Eating out options have been extremely restricted during lockdown, and even as restaurants start to re-open, social distancing continues to provide operational challenges. Combined with customer caution, there remains a role for grocers to fill the gap with new solutions to inject excitement, and provide shortcuts for eating at home.

Want to know more?

Read about how food retailers can help deliver meal occasions in-home here