How could Asda's adoption of M&S style affect Morrisons' product strategy?
Asda's successful product trend adoption may increase competitive pressure on Morrisons Asda has gained consumer attention by launching new sweet treats, such as a milk chocolate bar with a custard cream flavour filling, which shoppers described as feeling "very M&S coded". This success follows M&S' own popular custard cream products. Asda's ability to successfully mimic a premium style and capitalize on a popular trend increases competitive pressure on rivals like Morrisons, which already sells a custard cream chocolate bar. This competitive dynamic may force Morrisons to review and adjust its own product offerings to maintain market relevance and appeal.
- Effect
- Mild negative
- How direct
- Brind's reasoning
- When
- Within weeks
- The story
- No new developments lately
How it reaches Morrisons
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Asda has launched several new sweet treats, including a milk chocolate bar with a custard cream flavour filling and a jammy donut version, which shoppers have described as having a style similar to M&S products. These new items were added alongside other additions like Cornflake & Almond Crunchy Clusters and Malted Choc Balls. The launch follows M&S's previous success with a custard cream spread and giant chocolate-covered custard cream.
The full event1independent outlet -
Asda's successful adoption of a premium style and product trend, following M&S' popularity, increases the competitive pressure on rival supermarket Morrisons. Morrisons is already a competitor in the supermarket sector. To maintain market share and respond to the competitive trend, Morrisons may be compelled to review and adjust its own product lines, especially in the popular biscuit and sweet treat segment.
No report states this step directly. Brind drew it from the reporting on each side of it, so treat it as an informed guess.
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chain of supermarkets in the United Kingdom
Everything about Morrisons
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The facts so far
As reported. Each one links to where it comes from.
- Asda launched a new custard cream-themed treat, a milk chocolate bar with a custard cream flavour filling.aol.co.uk
- Shoppers described Asda's new additions as "very M&S coded".aol.co.uk
- M&S' new custard cream spread and giant chocolate-covered custard cream became a huge hit with shoppers.aol.co.uk
- Morrisons already sells a custard cream chocolate bar.aol.co.uk
Why it matters
For Morrisons, maintaining relevance in the highly competitive UK supermarket market is crucial. The ability of rivals like Asda to successfully adopt and market a premium, 'M&S coded' style puts direct pressure on Morrisons' product strategy and perceived value proposition. If Morrisons fails to respond to this trend, it risks losing market share to competitors who are successfully capturing consumer attention in the sweet treat segment.
This dynamic is part of a broader, intense competition within the UK retail sector. Morrisons competes directly with Asda in the supermarket sector, engaging in price wars and market share battles. The ability of one major chain to successfully borrow and adapt the perceived quality and style of another, like M&S, highlights the intense battle for consumer perception and trend leadership among major British retailers.
What we don't know yet
- Will Morrisons launch a competing product in response to Asda's success?
- How quickly will the market absorb the trend of 'M&S coded' products?
What would change this answer
Who else could feel it
Other possible ripples from the same event.
Reporting
- aol.co.ukSunday
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Brind's analysis is written by AI from the reporting linked above and can be wrong. This explainer is a possibility worth considering, not a forecast: steps marked as Brind's reasoning are not stated in the reporting. It is not investment advice; do your own research.