M&S says technical authorised fibre claims make it harder to communicate health benefits clearly as most UK adults fall short on intake.
Marks & Spencer (M&S) has urged the UK Government to review permitted fibre health claims, arguing that terms such as “faecal bulk” and “intestinal transit” make fibre’s benefits unnecessarily difficult to communicate to consumers.
The retailer, alongside nutritionist Emily English and Dr Anisha Patel, has written to the Secretary of State for Health and Social Care seeking more consumer-friendly authorised claims. M&S wants businesses to be able to use clearer language, including phrases such as “improves gut health”, where supported by scientific evidence.
The call comes against a persistent fibre gap. Approximately four percent of UK adults meet the recommended intake of 30g of fibre a day, according to a British Nutrition Foundation report published in June, which identified reformulation, product development and clearer consumer communication among the measures needed to increase intake.
Current authorised claims include “barley grain fibre contributes to an increase in faecal bulk” and “wheat bran fibre contributes to an acceleration of intestinal transit”, with manufacturers required to meet specific conditions before using them.
If we are serious about improving the nation’s health, we need to make healthy choices easier, and that starts with using language people actually understand.”
Dr Anisha Patel, a bowel cancer survivor and Bowel Cancer UK Ambassador
M&S has asked the UK Nutrition and Health Claims Committee and Scientific Advisory Committee on Nutrition to review permitted fibre claims and consider whether the evidence could support clearer consumer-facing language.
“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,” said Alex Freudmann, Managing Director of Food at M&S.
“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.”
Emily English said clearer language could help people understand why fibre matters and how to increase their intake.
She added: “Fibre is one of the simplest ways we can support our long-term health, but too many people still see it as complicated or confusing. Being able to talk about fibre in normal language would make it easier for people to understand why it matters and how small, affordable swaps - like adding beans and pulses to meals - can make a real difference.”
What could change for food businesses?
Under the Great Britain nutrition and health claims framework, specific health claims used on food packaging, advertising and other commercial communications must be authorised and meet their relevant conditions of use.
The framework applies in England, Scotland and Wales, while separate EU nutrition and health claims rules continue to apply in Northern Ireland.
Government guidance already allows some flexibility in how authorised claims are worded, provided businesses do not alter their meaning. M&S’s challenge centres on whether the underlying authorised claims give manufacturers sufficiently clear language to explain fibre-related health benefits to consumers.
A wider range of consumer-friendly claims could give manufacturers greater scope to communicate the benefits of fibre-rich products across packaging and marketing. Any new claims would still require appropriate scientific substantiation before authorisation.
The wider fibre challenge also extends to product development. The British Nutrition Foundation’s June report found that modest increases in fibre levels across commonly consumed foods could have a measurable impact on population intake. It identified reformulation of staple foods and innovation involving wholegrains, pulses and functional fibres among the opportunities for industry, alongside clearer communication supported by consistent labelling and messaging.
Fibre gap raises wider health concerns
The case for increasing fibre intake is reinforced by its relationship with bowel cancer risk.
Dr Anisha Patel, a bowel cancer survivor and Bowel Cancer UK Ambassador, said: “A diet rich in fibre is associated with a lower risk of bowel cancer. Around 1 in 3 preventable bowel cancer cases are linked to a low-fibre diet, making fibre one of the simplest and most effective ways we can reduce cancer risk. If we are serious about improving the nation’s health, we need to make healthy choices easier, and that starts with using language people actually understand.”
The call builds on M&S Food’s Better with Beans campaign with Bowel Cancer UK, which aims to encourage greater consumption of beans and pulses and help consumers understand the role fibre plays in a healthy diet.
No comments yet