The retailer has opened fresh fish counters, butcher’s shop and a rotisserie in its stores at Meadow Hall, Sheffield and Bluewater, Kent in a bid to diversify its food offering.

The counters will offer a range of fresh met and fish, ready to eat shellfish and cooked meats as well as cutting and butchery services.

M&S says the fresh food offering “complements our existing offer in large food halls” and “highlights the quality and provenance of the M&S fresh food offer”.

Complementary sauces and herbs will be merchandised alongside the service counters as well as recipe cards.

The fresh service counters will be staffed by fully trained butchers and fishmongers.

M&S food director John Dixon says: “M&S is famous for fabulous fresh food and great customer service. This trial is all about bringing that together and offering our customers a fantastic fresh food experience. We’re trialling in two different parts of the country so that we can get a good insight into our customers’ views on the products on offer.”

Earlier this month, M&S announced that Morrisons’ chief executive Marc Bolland would replace Sir Stuart Rose when he steps down as M&S chief executive next year.

Bolland will take over the role in February.