M&S Urges Simpler Fibre Health Labelling Rules

Marks & Spencer has written to the UK's Nutrition and Health Claims Committee and the Scientific Advisory Committee on Nutrition, asking for simpler wording on fibre health claims used on food packaging. The letter, sent on 10 August 2026 and co-signed with nutritionist Emily English and Bowel Cancer UK ambassador Dr Anisha Patel, was addressed to the Secretary of State for Health and Social Care. It argues that current rules force brands to use technical phrases such as "barley grain fibre contributes to an increase in faecal bulk" or "wheat bran fibre contributes to an accelerated intestinal transit time" rather than plainer language. M&S cites National Diet and Nutrition Survey data showing 96% of UK adults eat less than the recommended 30g of fibre a day, and says its own customer research found 92% of shoppers want to eat more fibre but find current labelling unclear.

Why M&S is pushing now

The letter cites bowel cancer being diagnosed in the UK roughly once every 11 minutes, with more than one in four cases linked to low fibre intake. Alex Freudmann, M&S's managing director of food, said: "Customers tell us they want to eat more fibre, but current rules make explanation harder." Dr Anisha Patel said simplifying the wording could help "reduce preventable disease". The request coincides with M&S refreshing its beans and pulses range and donating £50,000 to Bowel Cancer UK. The UK Nutrition and Health Claims Committee and the Scientific Advisory Committee on Nutrition have not yet responded publicly.

What this means in practice

If the committees agree, packaging on bread, cereal and other high-fibre foods could eventually describe fibre benefits in plain English rather than the current technical wording, though any change applies to authorised claims under the GB Nutrition and Health Claims Register rather than to food supplements specifically. It does not change what any product actually contains, only how its fibre content can be described on pack. Shoppers checking labels while comparing everyday grocery items can browse Perqen's vitamins and minerals collection, which sits under the same GB NHC Register system this letter is asking regulators to simplify.

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Perqen members pay £4.99 a month or £29.99 a year for member pricing across the full 1,393-product catalogue. Full terms are on the membership page.

This article reports published news and research and is for information only. Food supplements are not a substitute for a varied diet or medical care, and no product mentioned is intended to diagnose, treat, cure or prevent any disease. Speak to your GP or pharmacist before changing what you take, especially if you are pregnant, breastfeeding, or taking prescribed medicines.

Sources

• M&S calls on government to ditch "faecal bulk" guidance for simpler fibre messaging
• M&S urges government to ditch 'faecal bulk' fibre guidance for simpler health messaging

Originally reported by Marks & Spencer. This article has been reviewed by Dr Tosin.