M&S has launched a world-first collaboration with nutrition-science company Zoe to deliver a new Gut Shot which supports the growing demand for a healthier lifestyle.
Rolling out in stores today (2 January), the M&S Food x Zoe Gut Shot includes over 5bn live cultures from 14 strains of friendly bacteria, as well as being high in fibre and a source of calcium.
The milk drink with kefir and berries contains no added sugar or sweetener, artificial gums or emulsifiers and will be priced at £2.
The partnership, which is Zoe’s first retail collaboration, comes as searches for ‘gut health’ are up 247% on Ocado.com since 2021 and M&S’ Family Matters Index shows that in 2024 half of consumers are planning to eat more healthily.
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M&S Food managing director Alex Freudmann said: “At M&S we want all of our food to be exceptional; delicious, of the highest quality, and sourced and made with care – offering customers value with values.
“We always ensure a healthy choice is a delicious choice, and we’re proud to be at the forefront of gut health innovation. The M&S Food x Zoe Gut Shot combines the nutrition science expertise of Zoe with the magic of M&S Food quality, innovation and product development.”
The new product builds on M&S’ aim for 70% of total food sales to come from healthier foods by 2025.
The retailer currently offers over 1,800 nutritionally balanced Eat Well products, which have seen a 6% increase in year-on-year sales volumes.
In 2019, the retailer launched its vegan Plant Kitchen range which has attracted over 500,000 new customers, and it has since unveiled a new High Protein range across snacking, salads and freshly prepared meals.
Freudmann added: “From the Zoe shot to our award-winning 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.”
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I am celiac can I use them