M&S targets fibre shortfall with new nutrient‑dense range
Marks & Spencer has unveiled a new 20‑strong Nutrient Dense range designed to help consumers increase their intake of fibre, vitamins and minerals at a time when UK diets continue to fall short of recommended levels.
Developed jointly by M&S chefs and in‑house nutritionists, and underpinned by a bespoke nutrition framework created in consultation with the British Nutrition Foundation (BNF), the range spans salads, meals, snacks, bread and functional shots. Each product contains at least one of 10 key micronutrients commonly lacking in UK diets, including vitamin D, iron, folate and vitamin B12.
The launch responds to findings from the UK government’s National Diet and Nutrition Survey 2025, which shows widespread shortfalls in nutrient intake. According to the data, 96% of the population fails to meet the recommended 30g of fibre per day, while deficiencies in several essential vitamins and minerals remain prevalent.
M&S said the range is particularly suited to consumers with smaller appetites – whether due to age, lifestyle changes or the rising use of weight‑loss medications – who may struggle to meet nutrient requirements while eating less. All products are calorie‑controlled, clearly labelled with fibre content, and carry the retailer’s Eat Well flower logo.
Grace Ricotti, head of food nutrition at M&S, said the range was designed to deliver “more nutrients per calorie” to support everyday health. “With the increase in popularity of weight‑loss injections, a reduced appetite can mean missing out on important nutrients and that’s why nutrient density is so important,” she said. “We challenged ourselves to make products that are denser in nutrients than calories, so every single mouthful is packed full of more of the good stuff we all need.”
Ricotti highlighted fibre as a particular priority, noting its role in digestive health and long‑term disease risk reduction. She pointed to the new Super Seeded Oaty Bread – which delivers 13g of fibre in two slices – as an example of how the range aims to make the 30g daily target more achievable.
Among the standout launches is the H₅O shot, a functional drink made with coconut water, cold‑pressed ginger juice, fruit and vegetable fibres, sea moss and five botanicals verified by scientists at the Royal Botanic Gardens, Kew. Each shot contains 4g of fibre from baobab and Jerusalem artichoke and is high in iodine due to the inclusion of sea moss.
The full Nutrient Dense range will roll out across M&S Foodhalls from 5 January 2026.
