M&S Food launches value range to broaden appeal

From tomorrow (13 November), M&S Food is launching Re-Marks-able Value – a new way of talking about its great value everyday prices, with a promise to never compromise its unrivalled quality and sourcing standards.

Re-Marks-able will be used across everything from shelf edge ticketing through to social media and is designed to draw customers’ attention to the fantastic value M&S Food offers across its range - such as six British Free Range Eggs at 90p to £1.50 Select Farm Royal Gala Apple bags.

To qualify as Re-Marks-able value, each featured product or range has been price benchmarked against key competitors and must also uphold M&S’ quality point of difference, such as its longstanding Milk Pledge promise to pay dairy farmers a fair price through to its Select Farm sourcing, which guarantees all M&S fresh food comes from farmers it knows and trusts to meet its high animal welfare and environmental protection standards.

The launch of Re-Marks-able follows M&S’s significant investment in value. In the last year, M&S Food has lowered prices on over 500 popular lines and in recent months, the retailer has focused its price reductions on the staple products families shop most frequently, such as its Vitamin D enriched bread (reduced from £1.15 to 65p), RSPCA assured milk (reduced from £ 1.29 to £1.15p for 4pt), and its Oakham Medium Whole Chicken (reduced from £4.50 to £3.50).

M&S Food has a far-reaching transformation plan that aims to broaden its appeal to more families across the UK. Delivering great everyday value, whilst retaining M&S’s trusted quality, is a crucial pillar of its strategy to become more relevant, more often. Re-Marks-able is designed to tackle customer views on M&S value, where price perception is often higher than reality.

Through Re-Marks-able, M&S aims to create one clear and consistent value message for customers to help build trust and remind them that they can get Re-Marks-able Value at M&S, Every Day.

Stuart Machin, Managing Director of M&S Food, said: “Re-Marks-able is part of our plan to debunk the myths about our prices, as we know customers’ perception doesn’t always match the reality.

'M&S Food is changing fast and our value is increasingly competitive, especially on the everyday products families shop most often. But as we change, we’re protecting the things customers love about M&S and that means never compromising our outstanding quality or sourcing standards, because it’s those features that make M&S value Re-Marks-able.”

Machin continued, “We need to tackle price perception to take advantage of market share opportunities and our lowering costs of goods programme is a critical enabler to our investment in trusted value, as well as driving profitable growth.

'M&S is changing to operate with more efficient and commercial operations and become a lower cost to serve business. However, we are retaining the things that make M&S Food special - as delivering our exceptional product quality at even better value creates a differentiated and compelling proposition.”