UK retailer Marks and Spencer has launched a value grocery range under the banner Simply M&S.
The range of “everyday food products and must-have kitchen ingredients” has been introduced as part of the retailer’s food strategy to offer customers “more choice” on both speciality or everyday food, it said today (11 May).
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The Simply M&S range, which replaces the retailer’s Wise Buys portfolio, comprises 800 new and current lines including fresh meat, fruit and vegetables, eggs, milk and store cupboard ingredients.
“Hundreds of prices have been lowered and many new products added so that customers can buy more of their weekly shop from M&S,” the retailer said. “Prices will be independently checked by Brandview.co.uk every week to ensure that Simply M&S products are competitively priced.”
M&S added all eggs in the range will be free range, all sausages and bacon British, and all tea and coffee Fairtrade.
“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,” said M&S executive director of food John Dixon.
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By GlobalData“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.”
The packaging of the majority of products in the Simply M&S range will be transparent, with the design themed around “shopping list style labelling”, it said.
A marketing campaign using the strap line ‘M&S quality now at prices you’ll love’ will support the brand and includes TV advertising which breaks tomorrow 12 May.
