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Marks & Spencer brings ‘brain foods’ to the retail space

Marks & Spencer is capitalising on increased consumer interest in “brain food” with the launch of a new product range designed to support cognitive health.

The retailer partnered with supplier Wholebake to launch the Brain Ball – which contains freeze-dried blueberries, raspberries, and strawberries, as well as chicory fibre and almonds – with a national TV advertising campaign that ran throughout the UK.

High in zinc and iron, and bearing the retailer’s Eat Well seal, it is the lead product in the retailer’s new Brain Food range.

“The range is likely to appeal to the 40-plus female consumer who is looking to snack more healthily and push back against the effects of ageing. High interest in menopause and self-care – think tracking devices – and the visibility of related social media influencers will continue to engage this audience,” said Dr Carrie Ruxton, dietitian and founder of Nutrition Communications.

M&S Brain Food: A range formulated for optimal cognitive function

The term “brain food” is making waves as consumer awareness rises about the link between nutrition and brain function.

According to Marks & Spencer product developer Martha Coakley, the Brain Ball is the result of an in-depth journey in conjunction with Wholebake to develop a product with the right ingredients to support brain health.

“Alongside other innovative health products, this range offers delicious and convenient ways to support your wellbeing. This collaboration with Wholebake highlights our focus on delivering quality, innovation, and value with local partners,” she said.

The Brain Ball is the hero product of the new 13-strong line-up championing six key areas of nutrition for brain function that are commonly lacking in the average diet. Other products in the range, which was launched last month, include the Blueberry and Walnut Shot, Super Smoothie, Mixed Berry Bar, and Tropical Kefir Shot.

Is Marks & Spencer breaking new ground?

While Ruxton believes that Marks & Spencer is pushing boundaries in the large-scale food retail space, she also believes that more could be done to educate consumers regarding the benefits of the range and how the products work.

“The [Brain Food] range means that consumers can find functional foods on the regular shopping aisle which enables them to be part of the regular shop,” said Ruxton.

However, she said the retailer needed to provide more reasons for consumers to relate to the product line and educate them on why the nutrients they provide are beneficial for brain health.

“I looked for the full nutritional analysis on the M&S website but could not see how much vitamin D, iodine, [vitamin] B12, or omega-3 was present per 100 g – or, more importantly, per serving,” she said.

“I think Marks & Spencer needs to make this information more accessible to consumers and explain how these nutrients help the brain beyond the basic wording of the health claims regulation.”

Making brain health benefits more accessible

Where the new range does break boundaries is by providing specific nutrients for brain health in an easily accessible way, Ruxton argued.

“The innovation for me is making nutrients such as omega-3 (DHA), iron, iodine, folate, zinc, and vitamin B12 more accessible in a palatable, healthy snack format,” she explained. “The nutrients themselves are not innovative, as we’ve known for years that DHA is important for brain function.”

One thing that may present barriers for the brain food category is the fact that UK nutrition and health claims have remained unchanged for decades, with new science and developments having to be grandfathered into the existing claims.

Ruxton believes that this points to the need for a major overhaul so that retailers like Marks & Spencer can make more substantiated claims.

Will so-called ‘brain food’ launches really take off?

While there has been an increase in launch activity for brain foods and associated supplements, Ruxton believes it is not something that is currently on the radar.

That said, Marks & Spencer could be well placed to take advantage if it does develop into something more, she added.

“There was a big trend for omega-3s around 10 to 15 years ago which fizzled out, I think because manufacturers struggled to get DHA into the right kind of products,” she explained. “Marks & Spencer has combined the long-standing trend for snackification with functional ingredients at a price point which suits their consumers.”