Marks & Spencer is letting go of its trademark ‘own brand’ status for the first time in 125 years by introducing 400 branded goods into its stores nationwide. Kellogg’s, Marmite, Coca-Cola, and Nurofen are among those household brands that will sit alongside M&S’s own. Sir Stuart Rose has explained that the decision was made to save customers’ time and avoid the need for them to shop elsewhere for “must-have branded products”, helping to position M&S as a one-stop shop. No M&S products are to be dropped, the move is intended to focus on lines where the retailer has lower share of the market, such as beer, and to plug gaps where there is no own label version. Shares in M&S have soared 59pc this year. We think that this will probably be successful, so long as branded goods remain a strategic accompaniment and M&S own-label still strives to be the gold standard.

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Thanks to Zoe Meskell for this story. Zoe will be happy as long as M&S keep their microwave chocolate puddings.

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