Innovation of the Week is a subscriber-only series highlighting retail initiatives that have caught the eye of our team. Every week, we will bring you new ideas and case studies that link to the trends in our Retail Horizon 2024 reports – across consumer, technology, sustainability, and economy, policy and industry.
What is it?
Marks & Spencer Food has collaborated with global nutrition science company Zoe to launch the M&S Food x Zoe Gut Shot, a fermented milk drink containing more than 5 billion live cultures from 14 different strains of friendly bacteria. A first for both companies, the product flew off the shelves in M&S stores during the first two days of launch, which was timed to coincide with a new year focus on health and nutrition.
Why does it matter?
M&S approached Zoe to work in partnership on the drink, designed as an innovative solution for customers who are increasingly demanding healthy and gut-friendly products. For M&S, this was a high-profile launch with marketing focused on a single product for the first time. Zoe has more than 100,000 members for its personalised nutrition programme, which is based on more than 30 years of scientific research. Co-founder Professor Tim Spector hosts the UK’s leading health and nutrition podcast.
“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”
Alex Freudmann, managing director, M&S Food
“Our job at Zoe is to educate people that good, nutritious food is about quality. This is an entry point for many people who might not have heard before about the importance of gut health”
Professor Tim Spector, co-founder, Zoe, at M&S Festival of Health
Strategic implications
Partnering with a well-known, leading science and nutrition company is a smart move for M&S as gut health becomes a growing trend among health-focused consumers. Further collaboration and product innovation is likely as the partnership develops. Separately, M&S also launched a ‘Good Gut’ range with over 10 new products, including cereals, yoghurts and drinks.
Winning strategies
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Retail Horizon 2024 is Retail Week’s exclusive strategic toolkit for subscribers.
Across four in-depth reports, Retail Week research director Lisa Byfield-Green and our team of analysts explore the most significant trends that will shape the sector in the year ahead across consumer, technology, sustainability, and industry, economy and policy.
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