Alienating or enticing? M&S “Super Water” collagen debate highlights potential for consumer confusion and raises label questions

24 Apr 2019 --- UK high-end grocer Marks and Spencer (M&S) has caused a stir among consumers after its own-label “Super Water,” a protein-packed, fruit-based drink, has been called out for containing an “unusual” ingredient – beef collagen. Although the beverage is neither touted as vegan nor vegetarian, consumers are scratching their heads over the inclusion of beef extract, as clearly indicated on the label. Collagen and protein are growing in popularity, yet the inclusion of collagen in what is often thought of as a vegetarian beverage has caused a backlash, highlighting how easy it is for label confusion to ensue and how significant ethically-driven purchasing has become.

M&S is to review its label following the collagen backlash, while the Vegan Society in the UK has spoken out, claiming it is indeed an odd and “undesirable” ingredient to include in such a drink, leading for calls for it to be dropped.

“We were shocked to learn that Marks & Spencer uses animal products in its fruit juices where no customer would expect to find them, which highlights that animals are sadly used in nearly all areas of life,” Dominika Piasecka, spokesperson for The Vegan Society, tells FoodIngredientsFirst. 

“Using animals in this way makes the product exclude vegan, vegetarian and religious customers, as well as alienating countless other people who consider drinking beef collagen off-putting.”

Priced at £2 (US$2.59) for a 500ml bottle, the “Super Waters” claim to “increase your protein intake” and are “high in collagen to build strength.” “We would love to see Marks & Spencer remove this undesirable ingredient from their fruit juices.”

Priced at £2 (US$2.59) for a 500ml bottle, the “Super Waters” claim to “increase your protein intake” and are “high in collagen to build strength.” 

M&S insists the beverage taps into a growing demand for protein-based drinks that offer added vitamins and benefits. “In response, we’ve launched two new Super Waters containing a natural source of collagen, which is a widely-used ingredient,” an M&S spokesperson tells FoodIngredientsFirst. “The drinks are clearly labeled with their ingredients on pack, however, we are looking into how we can make this clearer for our vegan and vegetarian customers.”

The fall-out comes amid a growing consumer landscape that is ethically-driven in its purchasing decisions, often finding animal-based products unnecessary. As a  growing numbers of vegans, vegetarians and flexitarians, are leading to widespread innovation across the food and beverage industry – this M&S innovation doesn’t quite resonate.

However, it comes at a time of increasing innovation in collagen products. 

Hydrolyzed collagen is produced from collagen found in the bones, skin and connective tissue of animals. The process of hydrolysis involves breaking down the molecular bonds between individual collagen strands and peptides using combinations of physical, chemical or biological means.

Collagen has shown to be an important ingredient in the food and beverage industry and continues to grow in popularity because of its health-boosting credentials such as skin, joint and muscle health. Another sector using collagen is the beauty-from-within space where there is plentiful NPD and innovation in this space. 

However, manufacturers do also have to consider how to position collagen-based products without alienating large consumer bases such as vegans and vegetarians. Nascent opportunities can be found in emerging technologies, such as Geltor’s “animal-free” synthetic vegan collagen for personal care applications, as reported by FoodIngredientsFirst’s sister website, NutritionInsight.

Collagen continues to be a hot commodity in protein dietary supplements, carriers in the meat processing, edible film and coatings of products, and as a food additive to improve products’ quality.

Consumers have been sharing pictures and comments on Twitter, which are largely highly critical of M&S for using beef collagen. 

By Gaynor Selby