In this instalment, our UK analysts offer their take on some of the market’s latest developments and initiatives. Here’s what you need to know about:

• Morrisons reduces number of loyalty prices for unrestricted promotions

• Lidl GB deploys integrated payment feature in loyalty app

• Lidl increases investment in British farming

• Aldi launches logo for healthy products

• Co-op: commercial leadership changes

• M&S to boost London presence with store investment

• M&S moves non-food grocery brand supply to DCS

• Parfetts’ online sales exceed 50%

Morrisons reduces number of loyalty prices for unrestricted promotions 

Morrisons has reduced the number of products featuring More Card Prices, the retailers’ loyalty price scheme, while increasing the number of promotions overall. Assosia data shows that on 6 October 2025, 705 products across baby, bakery, ambient, fresh, frozen and drinks categories had reduced prices via More Card, compared to 1,661 products the previous year. During this period the total number of promotions increased to 6,348 from 5,043 in November 2024. 

Senior Insight Analyst, Alex Rowberry‘s view:  Morrisons last reported the penetration of More Card in its first quarter sales announcement. At this time the scheme had reached a high of 78% of sales. However, with Numerator reporting sluggish sales throughout 2025, it seems the decision has been made to make promotions available to as many shoppers as possible in an effort to boost sales. 

Lidl GB deploys integrated payment feature in loyalty app   

Lidl GB has introduced Lidl Pay, a mobile payment feature integrated into its Lidl Plus rewards app, streamlining the checkout experience across UK stores. This digital wallet enables fast and secure contactless payments via smartphone, while also simplifying coupon redemption. The feature is expected to deepen customer loyalty and further modernise shoppers’ experiences in-store. 

Supply Chain Analyst, Soline Duriez’s view: The deployment of Lidl Pay reflects the retailer’s commitment to blending convenience with innovation, empowering shoppers to further tailor their experience. This move signals Lidl’s drive to remain competitive in an increasingly digital retail landscape. 

Lidl increases investment in British farming

The discounter has announced a €30bn investment in the British food and farming industry over the next five years. The investment will strengthen its partnership with over 650 suppliers and includes sustainability initiatives, such as reducing carbon in beef production and 100% LEAF Marque certification for fresh produce.   

Senior insight analyst, Dan Butler’s view: investments and commitment like this will help to bring food security to the UK market. Lidl’s long-term contracts will give suppliers the confidence to invest in technology, infrastructure, and regenerative practices to build a future-ready agricultural sector. 

Aldi launches logo for healthy products

The discounter Aldi has launched a “Live Healthy” logo to add to select private label products, helping shoppers make healthier choices. About the move, Julie Ashfield, Chief Commercial Officer, said “We know our customers want affordable, healthier options that fit into their everyday lives. The ‘Live Healthy’ logo is a simple, trustworthy signpost to help them do just that – without compromising on price or taste.” 

Senior Insight Analyst, Michela Pearson’s view: As health becomes increasingly important to shoppers, many retailers are helping them find ways to educate them on product credentials. Aldi’s new logo will certainly help aid shoppers who are on a health mission. This news comes shortly after rival discounter Lidl announced it would be adding a “Live Well” logo to its products.

Co-op: commercial leadership changes

Against the background of a significant re-structuring of Co-op's commercial function, The Grocer magazine has reported that two senior members of Co-op’s executive team, Sinead Bell and Adele Balmforth (Commercial Director and Director of Proposition respectively) have left the business.  These departures have not yet been directly backfilled, but it is understood that John Dikson, Director of Commercial Strategy and Change will lead the restructuring process ongoing.  As part of the new structure it is understood that Nicole Tallant is undertaking the new role of Food Trading Director on an interim basis.  This food trading function is reporting directly to Group Chief Executive, Shirine Khoury-Haq, while the search for a new Managing Director Food continues; following Matt Hood’s move to the new role of Chief Commercial & Logistics Officer.

Insight Partner, Patrick Mitchell-Fox’s view: the loss of the two long-standing members of Co-op’s commercial team leaves a sense of uncertainty about how the restructuring will progress and raises questions about how the future structure is expected to function.  Above all doubts are being raised about how a new integrated commercial function can effectively balance competing needs presented by its three ‘internal customers’:  Co-op’s owned retail chain, the Co-op Wholesale operation and the independent co-operative societies that make up the membership of the Federal Retail Trading Services (FRTS) group.

M&S to boost London presence with store investment 

Marks & Spencer is set to significantly expand and enhance its retail footprint in the capital by opening and renovating six stores across London before the end of the year. This initiative is part of the retailer's broader £90 million investment in the city. The openings and refurbishments are expected to deliver improved customer experiences, with features like in-store bakeries, coffee counters, and market-style fresh produce displays. New and redeveloped sites include a 5,300 sq ft foodhall that recently opened in Covent Garden, alongside updated foodhalls in Temple Fortune and Wimbledon. Further new foodhalls are planned for Clapham Common and Fulham Broadway, with a refurbished Chiswick store due before Christmas. 

IGD Insight Manager, Sneha Haria’s view: This major investment comes straight after rival Waitrose announced a multi-million pound investment in London, demonstrating a battle among the premium grocery retailers to capture the shopper on their commute or in their local community in London. The focus on fresh food and enhanced in-store experiences is key to how M&S is winning shoppers and reinforcing its reputation for quality. 

M&S moves non-food grocery brand supply to DCS

M&S has completed its shift away from Booker for the supply of grocery brands to its foodhalls. The contract to supply household, health & beauty and toiletry brands to M&S stores will now be serviced by DCS, the leading category specialist wholesaler, well-known for its wide-ranging customer-base across convenience and variety discount channels. The range of 90 SKUs now supplied by DCS includes brands such as Colgate, Pampers and Calpol. The selection of DCS to take on the contract comes after a year-long trial introducing new lines into M&S.

Insight Partner, Patrick Mitchell-Fox’s view: The move of branded non-food grocery lines to DCS supply, ends M&S’ 15-year supply relationship with Booker that has underpinned moves by M&S to augment its dedicated private label ranges with additional branded lines to extend the capability of its offer and build bigger basket spends. The supply of branded food and drink lines was shifted to Blakemore Logistics in September this year.

Parfetts’ online sales exceed 50%

Expanding retail channel wholesaler, Parfetts has revealed that over half of the sales it makes are now made online.  While this means a greater proportion of customers are serviced by delivery the opening of its new depot in Southampton (its ninth) means that the cash & carry part of the business also continues to grow, with in-depot footfall higher than ever. The growth of Parfetts’ online business is being led by the use of its mobile app, which now accounts for 60% of online sales.

Insight Partner, Patrick Mitchell-Fox’s view: Parfetts’ ongoing geographical expansion through new depots and developing its delivery service has seen the business sustaining an impressive rate of growth in recent years. Sales have now reached a reported £800m and in a move designed to offer more opportunity and flexibility for the future the company has revealed its intention to leave the Unitas buying group in 2026, making it fully independent in its commercial capability.

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