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.