Marks and Spencer will revamp its branding and packaging across its entire food and non food product range by the end of the year. The company announced this week that the St Michael brand would disappear from some goods and feature only on the back of food packaging. The move means M&S could launch more sub brands to boost its existing lines such as the Count on Us low fat range. A spokeswoman refused to confirm details of what the new branding will look like, but confirmed all packaging and labelling would be affected. She said all food suppliers had been briefed. Revamped packs will be rolled out on a gradual process with the project complete by December. But even though the plans, implemented by new executive chairman Luc Vandevelde and new marketing director Alan McWalter effectively mean a whole new look, the company is playing down the scale of the revamp. "It is evolutionary rather than revolutionary," said the spokeswoman, who would not reveal how much had been spent on the project. {{NEWS }}

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