Marks & Spencer has launched its own "basics" range in an effort to retain a large demographic of its consumers.

With Britain's economic gloom seemingly-unabating, supermarkets and other retailers have consistently adjusted to provide a wider variety of household necessesities, bringing M&S's move in line with Tesco's Value range, Sainsbury’s Basics and Waitrose Essentials. Morrisons is already revamping (as we reported here) and Asda's Chosen by You range is proving a savvy marketing move.

With consumer trends prompting such copycat moves, Marks & Spencer are 'simply' consolidating their customer base and perhaps even tempting new consumers - some perhaps previously put-off by the retailers' more middle-class approach.
 

"Simply M&S" 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 in newly designed packaging...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.”