M&S Food unveils berry kefir shot for gut health with Zoe nutrition

05 Jan 2024 --- The UK retailer M&S Food has launched its new M&S Food x Zoe Gut Shot — a milk kefir with berries with over five billion live cultures from 14 different strains, developed with the US nutrition science company Zoe. The product launch responds to a growing consumer interest in gut health.

“At M&S, we want all of our food to be exceptional, delicious, of the highest quality, sourced and made with care — offering customers value with values,” says Alex Freudmann, managing director of M&S Food. “We always ensure a healthy choice is a delicious choice and we’re proud to be at the forefront of gut health innovation.”

“At Zoe our mission is to improve the health of millions,” adds Jonathan Wolf, co-founder and CEO of Zoe.

“We run the world’s largest microbiome and nutrition research study, with hundreds of thousands of members and bring expert-led science to the world via our free podcast, published research and social channels. 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.”

Separately, M&S has recently also launched its Good Gut range with over ten products, including cereals, yogurts and drinks.

Consumer interest 
According to M&S, the launch responds to the online upsurge in “gut health” searches, growing by 247% since 2021 on UK online retailer Ocado.com. M&S proprietary insight finds that in 2024, half of consumers are planning to eat more healthily, with a quarter focusing on a balanced diet with different foods. 

In 2023, Innova Market Insights similarly revealed digestive health to be one of the key health-related drivers in food product development. 

Meanwhile, a consumer survey commissioned by microbiome innovator Verb Biotics found that 61% of US consumers believe maintaining a healthy microbiome is important for physical health, but only two out of ten can correctly define what the gut microbiome is. Seven in ten consumers were found to be familiar with probiotics, but only 49% had used them, despite the fact that seven in ten reported experiencing gut health-related symptoms.

Healthier choices
Freudmann explains that the M&S Food x Zoe Gut Shot combines the nutrition science expertise of Zoe with M&S Food quality, innovation and product development. “From the Zoe shot to our Plant Kitchen range and our newly launched High Protein range, we’re proud to be at the forefront of innovation in offering our customers healthier choices.” 

At present, M&S offers a range of over 1,800 “Eat Well” products claiming to be nutritionally balanced and achieving a 6% increase in year-on-year sales. The company aims that, by 2025, 70% of its total food sales stems from healthier products. 

This category includes the “Remarkable Value” range, consisting of over 50% of “Eat Well” products. All dishes in the “Count on Us” range are calorie-controlled, and the new “Healthy and Balanced” range focuses on nutritious ingredients. 

In 2019, M&S Food launched its vegan Plant Kitchen range, which has since attracted over half a million new customers.

For consumers with an active lifestyle seeking high-protein food options, M&S Food has launched a diverse new High Protein range, which includes products such as snacks, salads and freshly prepared meals.

By Milana Nikova