Marks & Spencer has called on the government to overhaul rules governing fibre health claims, arguing that phrases such as “faecal bulk” and “intestinal transit” should be replaced with simpler, consumer-friendly language.
The company has joined nutritionist Emily English and Bowel Cancer UK ambassador Dr Anisha Patel in writing to the Secretary of State for Health and Social Care, urging ministers to review the wording retailers are permitted to use when communicating the health benefits of fibre.
M&S wants the UK Nutrition and Health Claims Committee and the Scientific Advisory Committee on Nutrition to consider allowing clearer phrases such as “improves gut health” in place of terminology including “barley grain fibre contributes to an increase in faecal bulk” and “wheat bran fibre contributes to an accelerated intestinal transit time”.
It said the current rules make it unnecessarily difficult for brands and grocers to explain the benefits of fibre to shoppers in straightforward language.
The push comes as 96 per cent of UK adults consume less than the recommended 30g of fibre a day, according to the National Diet and Nutrition Survey, while M&S research found 92 per cent of its customers want to increase their fibre intake.
M&S Food managing director Alex Freudmann said: “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.
“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.”
He added that changing the guidance would be a “practical, evidence-based” way to help shoppers make healthier choices and support the government’s prevention agenda.
The call forms part of M&S Food’s wider Better with Beans campaign, which aims to encourage shoppers to add more fibre-rich beans and pulses to their diets.
As part of the initiative, M&S has refreshed its beans and pulses range, with products including chickpeas, green lentils, butter beans and kidney beans starting from 55p, and has donated £50,000 to Bowel Cancer UK.
M&S has also pledged to increase sales of its affordable store cupboard bean products by 15 per cent by 2028.
M&S has promoted healthier eating through its Eat Well programme for more than two decades and now has more than 1,800 products carrying the proposition across its Foodhalls.
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