M&S Targets Organic Growth With £4m Price-Cutting Drive

Retailer lowers prices across more than 50 organic products as it seeks to make the category more accessible and capture a larger share of the growing market.

Marks & Spencer is investing more than £4 million to reduce prices across its organic range, including a broad selection of fresh fruit and vegetables.

More than 50 organic products are included in the initiative, with organic garlic now starting at 70p and a bag of organic carrots priced at 90p.

Among the fresh produce reductions, organic potatoes have fallen from £2.65 to £1.70, while organic cucumbers are down from £1.65 to £1.30. The price of organic mixed peppers has been cut from £2.25 to £1.75 and organic cauliflower from £2.30 to £2.

Organic Gala apples have dropped from £2.40 to £2.20, Pink Lady apples from £3.25 to £3, and organic chestnut mushrooms from £2.50 to £2.25.

Other produce lines receiving reductions include courgettes, spinach, celery, leeks, avocados, lemons, blueberries, rocket and sweet gem lettuce.

Several customer favourites, including organic carrots and potatoes, are also joining M&S’s Remarksable Value range, under which prices are benchmarked against competitors.

The retailer said the investment forms part of its ambition to become a “true shopping list retailer”, encouraging customers to buy more of their weekly groceries from its Foodhalls rather than using M&S primarily for occasional or top-up purchases.

M&S is aiming to double its share of the UK organic market, which is currently worth almost £2 billion and growing at 4.4 per cent year on year, according to Worldpanel data for the 52 weeks ending May 2026.

Customer research conducted by M&S in August also found that more than a third of its shoppers are buying more organic food than they did five years ago.

Alex Freudmann, managing director of M&S Food, described organic as “a category with huge potential”, saying the investment would combine accredited organic sourcing with stronger value.

Larger and newer M&S Foodhalls will also introduce multi-temperature organic zones, bringing frozen, chilled and ambient organic products together in one area.

The latest price cuts follow more than £30 million of investment by M&S in lowering the cost of weekly food staples between January and June 2026.