M&S launches new budget food range
Marks & Spencer has become the latest supermarket to revamp its own label ranges with the launch of a new budget range.
The retailer hopes that Simply M&S, a range of everyday food products and kitchen ingredients, will encourage its customers to do more of their weekly shopping at M&S.
The new range, which replaces the Wise Buys label, will offer 800 new and current lines, including fresh meat, fruit and vegetables, eggs, milk and store cupboard ingredients.
M&S said that hundreds of prices have been lowered and many new products added. Prices will be independently checked by Brandview.co.uk every week to ensure that they are competitive with value ranges offered by rivals such as Sainsbury’s and Waitrose.
The retailer said there would be no compromise on M&S quality or sourcing standards, with all eggs being free range, all sausages and bacon British, and all tea and coffee Fairtrade.
John Dixon, executive director of Food at M&S, said: "M&S customers come to us for great quality food they can trust – whether shopping for special occasions or for every day eating. We will continue to focus on delivering this through innovation and newness and also offering great value.
"Simply M&S helps us to achieve just this – and increases choice for our customers across everyday food products. It complements our existing ranges and highlights the superb quality and value of M&S Food under one clear brand."
M&S said the packaging will be easy to identify, with most of it being transparent to highlight the quality of the products with the design themed around shopping list style labelling.
The brand will be supported by an extensive marketing campaign using the strap line ‘M&S quality now at prices you’ll love’ and will include TV advertising.
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