“Simply Fuller Longer” with Private Brand.

English retailer Marks & Spencer has long been a leader in Private Brands and with their new line of healthy eating ready meals called ‘Simply Fuller Longer’ American retailers will have even more reason to pay attention.

The new brand was developed with expert advice from scientists at the Rowett Institute of Nutrition and Health at the University of Aberdeen. The Rowett Institute is known for its research on effective weight-loss and their work has shown that diets higher in protein result in more effective weight loss as part of a calorie controlled diet.

Although all products in the range are rich in protein, it is not a low carbohydrate diet. All of the meals offer some carbohydrate including beans and vegetables.

There are more than 34 new products including meals, salads and sandwiches. Some of the items include: Coconut and Lime Chicken noodles; Chili con Carne with Sweet Corn; Loch Muir Poached Salmon; Beans and Pasta with a Creamy Dill Dressing; Roasted Chicken Quinoa, Pasta and Tomatoes with a Basil and Parmesan Dressing; and Rare Roast Beef & Stilton Sandwich..

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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.