M&S Half and Half Loaf - Happen
M&S half and half loaf header

Client: Marks and Spencer

M&S Half and Half Loaf

The Half and Half loaf was one of the most successful launches for M&S, driving sales, footfall and margin


M&S needed a new vision for the category and innovation in their bakery offer. We undertook in-depth customer ethnography, shop-alongs and recruited and ran a lead user community for 6 weeks teasing out insights and co-creating solutions.


Amongst many other insights we found that customers from multi person households wanted to eat different types of bread but didn’t want to buy multiple loaves and then waste it.

M&S half and half loaf


Half and half bread’ is one of the most successful launches in the M&S bakery category, driving sales, footfall and margin.



One of the most successful lines we launched in bakery in the last year. Customers loved it, thought it was very innovative by tapping into a latent need.

Chris Seaby

Product Developer

Marks & Spencer


Industry FMCG

Happen's perspective

We worked closely with Marks & Spencer's Technology, Operations and Marketing teams to make what was considered technically difficult at a factory level happen.

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