Marks & Spencer has made a 33% increase to its British chicken farming commitments, in response to a sales uplift in its value chicken lines, which it says is the equivalent of £36m.

The retailer saw its £1.50 Oakham Gold Chicken Legs sales increase by 21.4% year-over-year and £1.80 Oakham Gold Chicken Drumsticks go up by 20.8% on a yearly basis.

As part of the expansion, additional Oakham Gold farms will come into operation alongside breeding and rearing facilities, which supports UK farming jobs while reinforcing M&S’ commitment to offering the best value for customers, said the retailer.

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Alex Freudmann, managing director of Food at M&S, said: “Our customers are increasingly looking for products that deliver great value without compromising on quality.

“The success of our Remarksable Value chicken range proves that you don’t have to sacrifice high welfare and taste for affordability. By expanding our British farming commitments, we’re supporting UK agriculture while meeting growing demand for high-quality, high-welfare food.” 

The move builds on the retailer’s commitment to backing British farming with its Plan A sustainability programme.

M&S is the first and only national retailer to sell 100% RSPCA Assured products, with its Oakham Gold fresh chickens being fed a multigrain diet and inhabiting a more natural environment.

According to the business, the investment has driven an overall sales growth of 20% in its Remarksable Value, ‘Dropped & Locked’ and ‘Bigger Pack, Better Value’ range.

The discount line offers over 100 pantry essentials, including bread, milk and chicken, at market-benchmarked prices.