Innovation of the Week is a series highlighting retail initiatives that have caught the eye of our team. Every week, we bring you new ideas and case studies across consumer, technology, sustainability, economy, policy and industry.
What is it?
Marks & Spencer has launched a new product containing just one ingredient—corn.
The new own-branded cornflakes hit the shelves this week, and showcases its unique selling point of only being one ingredient proudly on the packaging.
Why does it matter?
The cornflakes follows similar breakfast products launched by M&S that have limited ingredients. Its multigrain hoops and choco hoops only contain five and six ingredients respectively.
The range aims to deliver clean food with minimal ingredients, leading to more sustainable and ethical sourcing.
It also makes it easier for the customer to understand what is in their food, as the bold, transparent ingredients on the packaging make this clear.
By having just one ingredient, this caters to many with food intolerances or dietary requirements.
Strategic implications
The launch of the cornflakes has caused a stir on LinkedIn, with a post from M&S Food managing director Alex Freudmann saying: “Our new and Only one Ingredient Cornflakes have landed! M&S has always led the way on having the cleanest food—and with this new range, the team has pushed the boundaries again.”
The post gathered over 15,000 likes in two days. One comment said: “For a generation in their health era, I reckon these are going to fly off the shelves.”
Another said it was a “step in the right direction” as the UK’s food chain is currently “broken”, while a third commented that it is “fantastic” for people with food allergies or intolerances.
Winning strategies
- Championing sustainability
- Inclusivity
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