Marks & Spencer calls for reform of fibre claims to support gut health

Marks & Spencer has joined nutritionist Emily English and bowel cancer survivor Dr Anisha Patel in calling for the UK government to review rules on fibre health claims. The retailer argues that clearer, more practical language is needed to help consumers understand the benefits of fibre.

In a letter to the Secretary of State for Health and Social Care, M&S is asking for a review of permitted fibre health claims so that retailers can explain fibre’s benefits in everyday terms. The company states that current approved wording, such as “faecal bulk” and “intestinal transit,” is too technical for many consumers. M&S is advocating for simpler language, like “improves gut health,” to help customers make more informed food choices.

The call comes amid a significant fibre intake gap in the UK. According to the National Diet and Nutrition Survey, 96 percent of UK adults consume less than the recommended 30g of fibre per day. M&S customer insight also indicates that 92 percent of its customers want to eat more fibre, but many are unsure how or why it matters.

Under current regulations, on-pack explanations of fibre benefits are restricted to technical statements such as “barley grain fibre contributes to an increase in faecal bulk” or “wheat bran fibre contributes to an accelerated intestinal transit time.” M&S is urging the UK Nutrition and Health Claims Committee and the Scientific Advisory Committee on Nutrition to urgently review the permitted language for fibre health claims. The company wants the rules updated to allow clearer, consumer-friendly wording that reflects current scientific evidence and supports healthier choices.

Low fibre intake is linked to a range of health risks. M&S noted that bowel cancer is now the fourth most common cancer in the UK, with one person diagnosed every 11 minutes. More than one in four cases are linked to low fibre intake. The disease affects over 48,000 people annually, including a growing number under 50, and costs the NHS over £1 billion each year. The appeal builds on M&S Food’s Better with Beans campaign, launched with Bowel Cancer UK, to help customers better understand the role of fibre in a healthy diet.