M&S boosted by Brain Food rollout

Following the televised airing of the first-ever January Inside M&S episode on 14 January 2025, the Brain Ball appeared in the top 10 of all products sold in the company’s Foodhall, by volume – outselling every other “Food On The Move” product, including bottles of water.

In a statement, M&S said: “Brain health is a vital aspect of our daily functioning and lives, and with six in 10 (59%) British adults saying brain health is as important as physical fitness but only a quarter (26%) actively supporting their brain health, there’s a clear space to provide easy ways to help customers support their brain health. Featuring six key brain health supporting nutrients that many of us lack in our diets, M&S’ Brain Food range makes it easier for customers to include these nutrients in their diets.”

Beyond the Brain Food brand, M&S Food has also made some changes to core products to help customers better support their brain health, including increasing the amount of omega-3 in eggs and salmon. It claims that one fillet of newly-launched “Caledonian Gold” salmon contains an entire weekly requirement of omega-3. 

This, it said, is achieved through small changes to enhance the omega-3 content of the fishes’ diet, such as adding oil made from algae and using trimmings from Scottish oily fish produced for M&S. 

Like all M&S farmed salmon, Caledonian Gold is 100% Scottish.

M&S Product Development Director Kathryn Turner said: “Innovation is part of our DNA and the launch of the new Brain Food range was really led by health trends and customer insight. Innovative and tasty, these products help our customers make simple swaps and easily get the nutrients they need each week. The results show that our customers are as excited about eating to support their Brain Health as we are.”