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.