‘Genius’ or ‘pure marketing’? Shoppers are divided on M&S minimal ingredients range

There’s been a surge in interest over the past few years in low-ingredients food, lauded by some as the antithesis to ultra-processed meals.

But does fewer ingredients actually translate to a better, healthier diet?

Back in 2023, Marks & Spencer made headlines by launching its ‘Only…Ingredients’ range, a selection of food items made with only a small handful of ‘store cupboard’ ingredients.

Prompted by a growing demand for greater transparency when it comes to what we’re popping in to our weekly shop, the supermarket has expanded the line over the past three years, with the most recent 2026 addition including 12 new products such as sausages, chipolatas, burgers, meatballs, yoghurts, porridge and condiments.

The prices for these stripped back products are steep. Take the ‘Only 4 Ingredients White Sliced Toasting Loaf’ for example. In M&S, it’ll cost you £2.40 for 550 grams of minimalist toast. For comparison, in Tesco, you can buy 800 grams of white bread for 74p.

And if you’re planning on making burgers for Valentine’s Day, four British beef patties from the new range, made from just beef, salt, and pepper, will set you back £5.75. Add a dollop of M&S’s minimal ingredients ketchup at £2.40 and you’ll be spending upwards of £8 before you get to puddings!

With the ongoing war against ultra processed foods (UPF) alive and well, it’s not surprising that major players are investing in ‘cleaner’ products.

UPFs have been linked to more than 30 different health problems, including heart disease, cancer and anxiety.

In fact a study published in June 2025 revealed that UPFs intake contributes ‘significantly to the overall burden of disease in many countries’, with academics urging government bodies to include its reduction in national dietary guideline recommendations and ‘addressed in public policies’.

‘All food stores should be flooded with this stuff’

Despite M&S’ price point, a number of customers have lauded the range, calling it a ‘genius’ idea and celebrating the supermarket for bringing back ‘proper food’.

@bigphil321 posted on X ‘Clever work by @marksandspencer they’ve launched an ‘only’ range of foods. Each food item, staples like beans, sausages, cereals, mayo etc, has the minimal required natural ingredients and no additives, colours, processed crap.. A good idea!’

Another user, @charlie8484, added: ‘No additives, just basics. About time supermarkets got transparent!’

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For customers with food requirements, this range has also been hailed as heaven-sent.

Back in 2025, following one of the ‘Only…Ingredients’ range expansions, Kerry Clayton, who is gluten-free, citrus-free and tomato-free, told the BBC: ‘It’s hard to find enjoyable things we can all eat. If you’re used to the luxury of standard cereal, you might not enjoy alternatives, or understand the extra cost – but for those of us that need low ingredient food, it’s perfect.’

The initial ‘Only…Ingredients’ release focused solely on breakfast, with products such as one ingredient Corn Flakes and five ingredient Multigrain hoops. Soon after, the supermarket introduced bakery items such as bread rolls and a sliced loaf.

Now, with the new additions, customers are able to integrate these stripped back products into all of their everyday meals.

This isn’t to say that everyone has embraced the range. One user, @princessliax, wrote: ‘So sad we have to congratulate a supermarket for providing real food.’

While another evidently unimpressed shopper insinuated that it was all one big marketing ploy, writing: ‘This is just pure marketing. Cheap food with an expensive price tag. Aldi will give you better quality for less money’.

‘Fewer ingredients doesn’t equal healthier’

Opinions aside, is this back-to-basics food actually better for us?

Nutritionist Milena Kaler tells Metro: ‘Fewer ingredients can be a positive sign, particularly if it means less reliance on artificial additives, emulsifiers or ultra-processed extras. But fewer ingredients doesn’t automatically equal healthier’.

According to the Mayfair-based expert, nutrition isn’t about how short the ingredient list is; it’s about the quality of those ingredients and the overall nutrient profile.

‘Sometimes a longer ingredient list simply reflects fortification or
added nutrients, which can be beneficial, not harmful,’ she says.

Milena emphasises that the most positive aspect of the range is ‘transparency’, adding that ‘consumers are increasingly interested
in understanding what they’re eating, and simpler ingredient lists can
make food feel less intimidating’.

However, she also notes that context matters more than marketing.

Jo Travers, dietitian and nutritionist, builds on this, explaining how while the range is ultimately a positive step in the right direction, she always encourages her clients to think about what they can add to a meal to make it more nutritious, rather than focusing on what they can remove or take away.

She shares: ‘We want to get variety into our diet, and when I’m making my own food I’m often thinking: “What else can I add to this to make it even better.” We’re typically focusing on what we should be eating less of, rather than eating more of the good food.’

Some customers have also pointed out that these kind of ranges market basic food as premium items, something Jo also expresses concerns about.

‘When you are using actual food, as opposed to by-products etc, it is a bit more expensive. However, they are selling it as a kind of ‘elite’ product which is a shame.’