British multinational retailer Marks & Spencer (M&S) is broadening its retail product offering by expanding its Bigger Pack, Better Value range to cater to the needs of family shoppers.

The range now has more than 100 lines of larger pack sizes.

As part of the expansion, M&S has also launched 40 new and upgraded lines, as well as marked the brand's foray into own-label medicines.

The new offerings include over-the-counter medicines such as paracetamol, ibuprofen, allergy tablets and children’s liquid paracetamol.

The retailer has also introduced eight new baby food lines, including baby milk, building on the success of previously launched family-sized pasta sauces and toiletries.

These developments are part of M&S's strategy to deepen its product range and broaden its appeal across various customer segments.

Focus on range expansion has supported its growth across all life stages with particularly strong volume growth among families.

Despite a declining market, M&S has outperformed its competitors by 20 percentage points, growing its market share with families by almost 0.3 percentage points year-on-year.

M&S Food managing director Alex Freudmann stated: “When we talk about being a shopping list retailer, it means that customers can trust us to have what they need when they come shopping, in the right size and at the right price. We’ve been working hard to close our range gaps and make sure the price and quality of our key family lines delivers against customers expectations.

“All this has been increasing our credibility with families and we’re seeing strong growth with these shoppers. As we always say at M&S, there’s still lots of opportunity to go further and really cement M&S as the destination for families to get everything they need, at the quality you can only get from M&S.”

M&S recently announced that it will invest £300m ($411.3m) in the financial year 2025 (FY25) to accelerate the rotation and renewal of its stores.