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M&S Launch a New ‘Basic’ Food Range – So Why Do I Feel Betrayed?

Simply M&S food brand
Cheap and M&S quality? And pigs are flying?

Aldi, Morrissons, Asda, Tesco, Sainsbury’s, M&S, Waitrose – in my mind that is the ascending order of grocery stores in terms of cost and quality. I would never buy chicken in Aldi unless it is a free range product. I treat Asda as good for kid’s clothes, Tesco as everyday reliable, Sainsbury’s as a bit more fancy and Waitrose as expensive but special, reliable quality – with some good sushi. And M&S? Up until now I considered it as a shop for a mid-week treat, a quality ready meal, for own-branded products that are a bit more expensive than other grocery stores. A business aware of their corporate responsibility and choice of sourcing and ingredients.
It seems I will have to re-evaluate. M&S this week launched Simply M&S, a new range of ‘basic’ products, 800 in Autumn, at budget prices. There may be good reasons for this decision, faced with the double dipped economy, stronger competition among food suppliers and the need for brands such as Waitrose and M&S to gain new customers.
But why pick that strap line – “M&S quality now at prices you’ll love” – ??? I can’t help but feel betrayed! Was I not supposed to love their prices before? Did they not spend all this time  convincing me that they are worth the extra money? I just can’t imagine what this will say about their existing ranges – let alone for their Marks and Spencer Simply Food stores at service stations.
I guess it’s another ‘let’s see’ situation and I may find myself deeply infatuated with the new budget brand – or it may be the end of a love affair.

brand extensions, Branding

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