On the outskirts of Oldham in Greater Manchester lies Park Cakes, an M&S “fortress factory” and the partner behind its latest product launch – the Made Without Wheat gluten-free Colin the Caterpillar.
Now available in over 400 M&S stores, M&S has sold over 10,000 of the cakes in the first five days since launching last Wednesday, exceeding expectations.
M&S has seven “fortress factories” across the UK – dedicated sites operated by longstanding suppliers that are focused exclusively on creating M&S products – part of its ongoing commitment to supporting and investing in British suppliers.
The partnerships are designed to fast track the product development process, allowing M&S to innovate at speed. Long term agreements give suppliers the confidence to invest in new technology and facilities.
M&S’ relationship with Park Cakes dates back over 80 years, beginning with Eccles Cakes and now spanning over 200 products, including the iconic original Colin the Caterpillar cake since 1990 – over one million of which are sold every year.
M&S products now account for 85% of the output of Park Cakes’ Oldham site.
For the latest challenge of creating a gluten-free version of its classic Colin the Caterpillar cake, M&S turned to the “fortress supplier” again.
M&S is expecting to sell over 150,000 each year, however the joint investment with Park Cakes means that capacity in the factory can treble as needed to meet demand.
Alex Freudmann, Managing Director at M&S Food, said: “Innovation is at the heart of everything we do at M&S Food – and our fortress factories give us an edge. We want to excite and surprise customers, while never compromising on quality or taste. By investing in British manufacturing in this way, we’re able to build lasting relationships with our suppliers and support jobs across the supply chain. Demand for gluten-free products is only growing and it’s brilliant that now even more of our customers can enjoy a British icon.”
The new launch has been in high demand from both customers and colleagues. 79% of M&S customers buy gluten free products, for either themselves or family and friends and the product has been the top request across M&S Food’s social channels.*
While over 20 colleagues have also contacted CEO Stuart Machin directly via his Straight to Stuart colleague suggestion scheme to share the idea.
