Marks & Spencer, the UK’s fastest-growing traditional supermarket, continues to break conventions with innovative products aimed at captivating customers this festive season. In a bid to surpass previous Christmas sales, M&S has unveiled a series of unique offerings, including a surprising twist on an Italian classic: a £7 M&S Collection nduja and ciabatta crumb baked burrata.
The creation of this bold product was featured on Inside M&S at Christmas, where product developer Kathryn emphasized the importance of innovation in meeting customer expectations while staying ahead of imitators. Her team introduced the idea of baking burrata—a cheese made from Italian cow’s milk, mozzarella, and cream—combined with spicy nduja sausage paste from Calabria. While hot cheese has long been a customer favorite at M&S, this inventive twist took the concept further.
In August, food technologist Amy and product developer Penny traveled to Puglia, Italy, to source ingredients. Convincing traditional Italian suppliers, however, proved challenging. Roberta, a supplier whose factory produces 400,000 burrata balls daily, was initially skeptical but eventually agreed to provide the cheese. Similarly, the nduja came from an organic farm specializing in a rare breed of black pigs. The final product delighted even the Italian farmer who sampled it, much to the relief of the M&S team.
This hot burrata isn’t the only innovation on M&S shelves. Another addition is a fried chicken Christmas sandwich, inspired by Japan’s seasonal traditions, alongside animated packaging and a new take on festive beverages: white mulled wine. Product developer Maddie Love expressed hope that the lighter, fruitier profile of the white wine would resonate with shoppers, reflecting Britain’s growing preference for subtler flavors influenced by German Christmas markets.
Amber Gardner, a London sommelier, praised the concept, noting the increasing popularity of lighter wines among consumers. She described the move as timely, particularly given the growing interest in alternatives to traditional, overly sweet mulled wines. Meanwhile, Honey Spencer, another industry expert, highlighted the shift towards plant-based meals that pair well with white wines, predicting the beverage could become a Christmas staple.
This wave of innovation aligns with broader trends in the luxury food and beverage market, where consumers seek modern twists on traditional items. M&S hopes these offerings will set new standards for festive treats.
The excitement extends beyond food. M&S recently launched its 2024 Christmas campaign, featuring 10-year-old Britain’s Got Talent star Skylar Blu. The 90-second advertisement portrays Christmas through a child’s eyes, transforming a home into a whimsical snow globe filled with festive cheer and dazzling dance routines. Set to I Believe in Miracles by the Jackson Sisters, the ad captures the essence of M&S’s promise to deliver magical and memorable moments for families.
Anna Braithwaite, Marketing Director for M&S Clothing & Home, emphasized the company’s commitment to combining playful fantasy with exceptional quality and value. She described Christmas as a time to bring families together and create lasting memories, a sentiment reflected throughout the campaign.
With these innovative products and heartfelt campaigns, M&S continues to redefine the holiday experience, ensuring its customers enjoy a season filled with delight and wonder. Catch Inside M&S at Christmas on ITV this Wednesday at 9pm for a behind-the-scenes look at how these festive ideas come to life.