Food and Beverage Business
Consumer

In 2024, M&S Food announces pioneering partnership with Zoe, a world-first venture

Food and Drink Technology

M&S Food has announced a collaboration with nutrition-science company Zoe in response to growing consumer awareness about gut health. In a joint effort, the two have also launched the M&S Food x Zoe Gut Shot.

The retailer is aiming to help customers make healthier choices as they become more aware of the gut’s role in overall health and seek products that support better digestive function. According to M&S, searches for ‘gut health’ are up 247% on Ocado.com since 2021, and gut health was named as a top food trend by Kantar in 2023. M&S’s proprietary insight, Family Matters Index, shows that in 2024, half of consumers are planning to eat more healthily, with a quarter saying they plan to focus on eating a balance of different foods.

Alex Freudmann, managing director of M&S Food, emphasized the brand’s commitment to producing high-quality food that is sourced and made with care. “We always ensure a healthy choice is a delicious choice, and we’re proud to be at the forefront of gut health innovation,” said Freudmann.

Jonathan Wolf, co-founder & CEO of Zoe, expressed optimism about the partnership with M&S. “I’m glad we’ve partnered with M&S to bring this delicious product to supermarkets across the nation, helping more people to improve their gut health,” Wolf explained.

The Zoe x M&S Food Gut Shot is described as a creamy yet tart milk drink with kefir and berries – and there’s no added sugar or sweetener, artificial gums or emulsifiers. It is priced at £2, and a free gut health guide will be provided with every purchase. Separately, M&S has launched a ‘Good Gut’ range with over 10 products, including cereals, yogurts and drinks.

In summary, M&S is proud to be at the forefront of innovation in offering healthier choices to its customers, as demonstrated by its collaboration with Zoe and the launch of the M&S Food x Zoe Gut Shot. The partnership aims to contribute to improved gut health for consumers and provide delicious, nutritious options.

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