NEW PRODUCT DEVELOPMENT

M&S have spent a lot of money trying to convey the message that they are creative and innovative. They will add recipes completely new to the product line or release a variation on an existing product. 

They use this extension strategy to prevent the decline in sales. M&S will constantly look for inspiration in their development kitchens to improve on existing products to keep quality high and consumers interested.

When releasing a new product timing for commercialisation is critical for M&S. Their foods are usually seasonal and developed with the time of year in mind as well as any holidays or celebrations that will be coming.

Although in general the majority of new products fail many of M&S new stock are not on the shelves long so consumers don’t have time to become complacent with them.

M&S not only wish to promote their own range of foods but try to encourage their customers to have the same innovative, healthy approach to food as they do. 

M&S Brekkie Recipies gives consumers ideas on how they can eat healthier with the products they conveniently have in stock. They also provide recipes on Yummy Lunches and some Fine Dining for the evening. Click on the links to view these treats.

Aldi are not as concerned with innovation as M&S but rather concentrate their efforts on practicality. They are focused on maintaining low cost products and providing basic essentials for the consumer. Every day products that they will always require. They keep minimal products within their lines, roughly 1200 compared to 25,000 that the big 4 usually offer so new product development is low on their agenda. One way they do offer new products to their customers is by offering SPECIALBUYS. Here, Aldi choose a specific range to promote for one week only for instance, Mexican foods. With items that may not be available at any other time. This creates a sense e of urgency with consumers. They have no get it while stocks last, now or never.