M&S aims to become more of a budget-friendly supermarket in the UK (Image: Getty)
Marks and Spencer has compared its prices to Aldi in a bid to become a go-to shopping destination for Brits on a budget. In today’s cost-of-living environment, shoppers are more conscious than ever of how much they spend on their groceries. However, Marks and Spencer has a reputation for being a high-end supermarket.
The recent expansion of its Remarksable Value range proves what experts recently told the Daily Express, that there would be more cost-friendly, own-label products on supermarket shelves in 2026. The supermarket, which plans to open 500 new stores across the UK over the next few years, recently launched more than 30 value products in its stores nationwide.
It comes as the supermarket aims to double its food business, expanding its options for shoppers, including more budget-friendly options. M&S recently took aim at Aldi, revealing that some of its value range items are only 1p more than its German competitor. It comes as Aldi was recently named the cheapest supermarket in the UK, beating the likes of Tesco, Lidl and Asda.
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For example, M&S points out that its 5% Fat British Beef Mince costs £5.20 for 500g, down from £6.75. In comparison, the same kind of product costs £5.19, meaning there is only a 1p difference in the two.
In total, more than 40 products have been added to Marks and Spencer’s value range since 2023. There are now more than 125 everyday products in the Remarksable Value range, which first launched in 2020.
M&S has claimed that more and more shoppers are coming to its stores for their ‘big shop’.
“For M&S, becoming a shopping list retailer is about offering core ingredients and products at the right price without compromising on quality,” said Kara Greatorex, Chief Commercial Officer at M&S Food.
“Over the last few years, we have improved the Remarksable Value range by lowering the price of core shopping trolley essentials, whilst retaining the quality and sourcing credentials M&S is known for.”
Marks and Spencer recently announced plans for 500 new stores across the UK (Image: Getty)
She added: “Families are now more likely than ever to come to M&S Food for trusted value and to help them when they shop with us, there are now over 250 products across M&S Food’s three value ranges, Remarksable Value, Dropped and Locked and Bigger Pack, Better Value.”
Aldi was recently named the cheapest supermarket in the UK by consumer group Which?. This was based on a basket of 89 popular grocery items in January.
The analysis shows that a basket of essentials at Aldi was £22.91 less than at Morrisons. However, Lidl was less than £2 more expensive, taking the second spot on the list.
Julie Ashfield, chief commercial officer at Aldi UK, said: “We know that winter is the toughest season for household budgets, which is why we are so committed to providing our customers with the best possible value.”
Experts recently revealed what trends we will see in supermarkets in 2026. Among them were more own-label products in a bid to win over customers who are more conscious of grocery bills.
According to Kantar and IGD data, 53% of sales at Aldi, 67% at Lidl, and 52% at Tesco were made up of own-label goods towards the end of last year. Meanwhile, own-label supermarket sales hit close to £1 billion in December 2025, setting a new record.
Personal finance expert Kevin Marshall echoes this prediction, explaining they are a logical choice in today’s challenging cost-of-living environment and an opportunity for supermarkets to rival premium labels.
“The differences in quality [between brands and non-brands] are almost unnoticeable,” he said.
Meanwhile, Patrick Young, managing director of research company PRS IN VIVO, says this change means “brands will have to work harder to justify their price point”.
