M&S reduces sandwich use-by-dates as it improves fresh food quality

M&S reduced the length of its use-by dates on its sandwiches from two to three days last year as part of an ongoing suite of changes designed to improve the quality of its food.

Referring to the “sandwich shift”, M&S Food managing director Alex Freudmann told The Telegraph: “Quality is the most important thing. Everywhere we have a product, we want to have a quality difference versus the market.”

The retailer is “upgrading” 1,000 of its best-selling products, out of around 5,000 lines it sells in its food stores. This is on top of the 1,000 upgrades it did last year.

Examples of changes including adding more mayonnaise and butter to sandwiches and improving its bread recipe to prevent it from being too firm or too soft.

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Freudmann said it was also using more innovation to improve fresh food quality, including using specially grown tomatoes that do not make bread soggy.

M&S has obtained exclusive use to some of the UK’s most notable food factories, through partnership with food providers Bakkavor and Greencore, unlike other supermarkets that only procure their fresh food from shared factories.

To create its sushi, Greencore installed state-of-the-art Japanese machinery at the site, which will see M&S revamp its sushi lines over the next year.

Freudmann said the partnerships meant M&S had “a differentiated capability” on “zero capex”.



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