M&S FMCG Innovation

Client: M&S

M&S Indian Spice

Spicing up M&S’ Indian food offering


M&S wanted to address its declining market share in Indian prepared meals.

What we did

We gathered insight via shopalongs, ethnography and inputs from Indian cooking experts.
We found that people use takeaways as the benchmark of their Indian meal experience and are attached to their favourites. While they do want to be adventurous they don’t want to risk choosing something new they don’t like.

M&S FMCG Innovation


M&S successfully launched an Indian takeaway meal deal offer and introduced Taste of India thali pots. The brand also broadened its range to replicate the takeaway offer.

Food innovation


This was best piece of research I’ve ever been involved with. We have already implemented 70% of the outputs from the project.

Caroline Crumby

Product Developer



Industry FMCG

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