M&S launches basic Simply M&S food brand

Marks & Spencer is hoping to tap into increasing consumer appetite for low cost own-label brands with the launch of Simply M&S – a range of low priced everyday food products.

Marks Spencer

It will bring together more than 800 new and existing M&S food products, including eggs, milk and fresh meat, under the Simply M&S brand.

All 800 products will come in newly designed packaging.

An “extensive” marketing campaign, including TV ads using the strapline “M&S quality now at prices you’ll love” will support the brand. The campaign breaks tomorrow (12 May).

The retailer has designed the range so that customers can do more of their weekly food shopping in its stores, it says.

The new food brand is part of M&S’s efforts to offer customers more choice.

Hundreds of prices have also been reduced and M&S prices will also be checked each week by BrandView to ensure that its prices are competitive with rival supermarkets.

John Dixon, executive director of food at M&S, says: “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.”

Morrisons is currently overhauling its entire own label proposition with new branding and products and Tesco recently rebranded its value range as Everyday Value an improved the quality of many products in the range.

Waitrose has found success with its Essential range which it launched as response to the recession and Asda also overhauled its core rang under the brand Chosen By You.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here