Marks & Spencer is pushing the government to change labelling rules around fibre health claims to allow for clearer, everyday language.
Under current regulations, the government restricts on-pack messaging on the benefits of fibre to phrases such as “barley grain fibre contributes to an increase in faecal bulk” or “wheat bran fibre contributes to an accelerated intestinal transit time”.
A letter written to health secretary Yvette Cooper, signed by M&S Food managing director Alex Freudmann as well as nutritionist Emily English and Dr Anisha Patel, highlights how these rules make it harder for retailers to talk to customers clearly about the UK’s fibre gap. It requests a switch from the government-approved wording to simpler, consumer-friendly phrases such as “fibre improves gut health”, which they say reflect the latest scientific evidence.
According to the National Diet and Nutrition Survey [OHID, 2025], 96% of UK adults consume less than the recommended 30g of fibre a day. M&S customer insight also showed that 92% of customers want to eat more fibre, but many do not know how to do so or why it matters. Low fibre intake is linked to numerous health risks such as bowel cancer.
“Customers tell us they want to eat more fibre, but the current rules make it harder than it should be to explain the benefits in a simple, everyday way,” commented Freudmann. “We are transforming our ranges, making affordable fibre-rich foods easier to shop and raising awareness of the health benefits of fibre by working with Bowel Cancer UK, but we need the rules to catch up.
“This is a practical, evidence-based change that could help millions of people make healthier choices and support the Government’s prevention agenda,” added the MD.
At the start of the year, M&S launched its Nutrient Dense range that included Super Seeded Oaty Sliced Bread and Super Seeded Crackers. The bread is made with a mix of seeds and oats, delivering 11g of fibre and 11.2g of protein per 100g, while the crackers boast 3.3g of fibre and 4.6g of protein per three crackers (18g).
The retailer has had its Eat Well proposition for more than 20 years, with the range now encompassing over 1,600 healthier products across its Foodhalls including the likes of soft granary farmhouse loaves, multiseed bagels, seeded folded flatbreads, and five grain crumpets.
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