Marks and Spencer's move to re-badge a store fascia in London as Your M&S could pave the way for a rebranding of its products, analysts have predicted.

Although the retailer said that the change of name at its Edgware Road store this week was a one-store trial, The Grocer has learned that M&S has also registered Your M&S with the Patent Office under all its food and non food categories, as well as under the category used for the naming of stores.

This would cover a range of products from homewares and toiletries to meat, prepared meals and fresh fruit.

Analysts said that the name would work well on M&S's packaging because it would modernise the range and give it a more contemporary look.

Nick Gladding, senior analyst for Verdict Research, said: "I think it could work on packaging. It would certainly help them reach a more contemporary customer."

Another analyst added that because Your M&S had already been accepted by consumers in its successful ad campaign, it would only be a subtle change for it to move it on to packaging.

The move to change the Edgware Road store name to Your M&S is seen as a u-turn for the retailer, which said the brand would not be used on store fronts - only advertising, PoS and shopping bags - when it launched in 2004.

A spokeswoman said there were no plans to put it on packaging at the moment.