Marks & Spencer broke with half a century of tradition this week by announcing it will sell branded products like Coca Cola and Marmite in its all stores next year, alongside M&S's own-brand items.

The decision marks another stage in the transformation of the store, which has had to respond to penny-pinched consumers by offering cheaper products, and to the growing tide of internet shoppers by revamping its website and improving its retail channels.

The Wall Street Journal reports that it's a stark sign of the times, M&S this week launched a price comparison advertising campaign which directly pits its value range of foods against similar own-brand cheap products at up market rival Waitrose.

Executive Chairman Stuart Rose said Wednesday it was a question of 'when, not if', food sales go online, but only when it becomes profitable.

Their food range will then be another aspect to the already thriving clothing, furniture and home ware website.

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