Credit: Marks & Spencer
Marks & Spencer is responding to backlash against ultra-processed foods and previous criticism of its on-label transparency by displaying its stripped-back ingredient lists on the front label of its packaging.
Last year, M&S faced accusations of misleading consumers via its own-brand product labels.
The Real Bread Campaign alleged that one of the retailer’s white bread products contained eleven ingredients, despite only disclosing four on its packaging; and that its sunflower and spelt loaf contained thirteen ingredients, rather than the six declared on-label.
Additionally, its own-brand flour reportedly stated that the product was made from “an ancient variety of wheat”, when it was actually derived from a modern variety of rye.
Complaints escalated to Trading Standards and the Advertising Standards Authority, leading the retailer to review its labelling practices.
“All our packaging is legally compliant and we continually work with our primary authority to ensure our labelling is clear for our customers,” an M&S spokesperson told The Telegraph last October.
Now M&S is doubling its Only Ingredients range. Each product in the lineup displays its stripped-back list of ingredients by weight on the front label – a move that, according to Dieline’s Bill McCool, could have been inspired by a previous rebrand from protein bar company RXBAR.
Additions to the lineup include sausages, chipolatas, beef burgers, and meatballs; condiments like mayonnaise and tomato ketchup; and additional products such as porridge, yoghurt, and baked beans.
“From tomato ketchup and olive oil mayonnaise to three-ingredient meatballs, sliced white toasting bread and bran flakes, we’ve worked hard to strip recipes right back while keeping the same familiar, comforting flavours you love,” comments Kathryn Turner, director of Product Development at M&S.
George Zeidan, fractional CMO at CMO Angels, praised the range as a “game changer” and a “new standard” – asserting that the label’s streamlined aesthetic and immediately accessible ingredients list helps each product stand out on the shelf.
Consumers with coeliac disease have also spoken positively about the products. Describing the Only 1 Ingredient Corn Flakes, one Reddit user commented: “Corn flakes should be just that. Corn flakes. By making it just that simple, it helps people like us.”
However, earlier instalments in the range were said to list fewer ingredients on the front label than on the back. For example, The Grocer previously reported that the Only 5 Ingredients Dark Chocolate & Coconut Date Bar counted dark chocolate as a single ingredient on the front of the pack, yet broke it down into its individual components on the back – bringing the total number of ingredients up to nine.
Removing preservatives from the Only Ingredients meats also is believed to have shortened their shelf life. The Grocer visited an M&S store on 5th January 2026 and reported that the on-pack use-by date gave consumers three days to finish the product, while the alternatives allowed eight days.
Claire Shaw, creative director at FutureBrand London, offers a nuanced view. Writing for Design Week, she argues that the “text-heavy, functional design takes longer for a consumer to process and understand” – but, since loyal shoppers are “already in the brand environment”, they “simply need to be enticed by honesty and transparency of ingredients.”
While the Only Ingredients labels reflect a growing consumer demand for clear labelling, Shaw advises other brands to be cautious if they adopt similarly plain and functional label designs – arguing that consumers could associate it with AI “homogenization” and avoid the product.
Other labelling controversies arose late last year through multiple product recalls. The Goodles Vegan Is Believin’ and Here Comes Truffle macaroni and cheese products caused six allergic reactions due to undisclosed milk and cashew content, while a limited quantity of Blue Bell Ice Cream was mistakenly distributed in another flavour’s packaging, posing undeclared health risks for consumers with nut allergies.
M&S previously worked with 2 Sisters Food Group and Graphic Packaging International to trial a paper fibre tray for its Fiery Chicken Tikka Masala product. Designed and tested for ovenability and microwave safety, the pack can apparently be recycled in the paper stream without removing its thin plastic film.
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