M&S is in talks with suppliers about getting rid of ultra-processed food (UPF) ingredients in its Eat Well range.

The Eat Well range, which was launched in 2005 and can be identified by its sunflower logo, is marketed to shoppers as a healthier selection of products and in recent years has teamed up with national sport teams and athletes to promote healthy eating.

M&S is understood to be exploring removing certain ingredients from products, in order to “continue benefitting” from the Eat Well label, reported The Grocer.

However, this has been met with uncertainty over the definition of a UPF and resistance from suppliers.

A source told the publication that M&S was “having the same conversation with much of their supplier base” regarding the Eat Well range, “in an attempt to get it to mean ‘not UPF’”.

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“They are trying to bring in some ingredient changes, but it’s not proving easy. It’s the same question all supermarkets are asking. Removing an ingredient does not necessarily stop a product from being UPF.”

M&S’ actions follow in the wake of the new Labour government promising to crackdown on ultra-processed foods in their election manifesto, with the then shadow health secretary Wes Streeting saying that he was having “quiet conversations” with the food industry to work on improvements.

A M&S spokesperson told Grocery Gazette: “Quality underpins everything at M&S and as part of that we continually review and reformulate our products to evolve our ‘no unnecessary ingredients’ approach, listening to customers and industry experts. Our approach to using only store cupboard ingredients is industry-leading and this is one of the factors that helps us maintain our number one position on quality.”

The retailer was recognised as the leading retailer for offering healthy choices, in YouGov’s latest UK BrandIndex survey, and now over 50% of food sales are from healthier products, with a target to grow this number to 70% by 2025.

The spokesperson added: “In 2022, we extended the Eat Well brand to support our biggest ever health campaign, Eat Well Play Well, by partnering with the UK’s national football teams and the FA to use the power of football to encourage families to make healthier food choices.”