M&S has revealed two new health and wellness range launches for 2025, Brain Food and YAY! Mushrooms. The launches push the high-street retailer into the functional food space, bringing to the shelves nutrient rich and trend-led foods that enable consumers to support their health this January and beyond.
A major promotion including a TV ad featuring the voice of British Actor Mark Heap, and legendary M&S Food ambassador Dawn French launched on Thursday 2nd January. The campaign will run across TV, press and digital platforms as well as in-store and CRM for the next month.
The 13-product Brain Food range has been developed in partnership with the British Nutrition Foundation and champions six key ‘brain health supporting nutrients’ which the retailer says people often lack in their diets: omega 3, iron, iodine, folate, zinc and vitamin B12.
The YAY! Mushrooms range has been created in partnership with Royal Botanic Gardens, Kew, and includes five new drinks featuring two key fungi, lion’s Mane and reishi, each with their own innovative properties.
Sharry Cramond, Marketing & Loyalty Director at M&S Food, commented: “Insight, quality and innovation is at the heart of everything we do and these two new first to market own label ranges, M&S Brain Food and YAY! Mushrooms, are the perfect examples of when these three marry together. We’re seen as the leading retailer offering healthy choices and 80% of our customers say they are concerned about their cognitive/brain health, so it really made sense for us to introduce Brain Food to our Foodhalls.
“YAY! Mushrooms taps into our adventurous customers who love to try new things and also aims to open us up to new customers who may be familiar with lion’s mane but have not tried them in a delicious drink. The campaign brings to life the unique ‘only at M&S’ innovation, which is central to our marketing strategy as we have a complete ban on the generic.
“We’re absolutely obsessed by the quality of the products in our Foodhalls and that’s why we’ve partnered with industry experts to support our claims on both ranges. This January, M&S truly is the home of health and we can’t wait to see what customers think of our exciting, tasty and beneficial new products.”
The new ranges are available in M&S Foodhalls and on Ocado.
