- M&S Food launches multi-year partnership with the home nation football associations, and the relevant teams, to inspire the UK to make healthier eating choices using the power of football
- The Partnership will launch the ‘Eat Well, Play Well’ campaign, which will link the eating habits of much-loved footballing heroes to how they play, promoting positive healthy eating messages for kids in a way that’s engaging, relatable and drives change
- Eat Well makes it simple to make trusted value healthier choices that are always delicious – look out for the Eat Well flower on products in your local store
- Partnerships will be across men’s, women’s, youth and disability teams and be seen in all UK M&S Foodhalls.
- New CEO Stuart Machin writes to six million customers to reinforce the retailer’s health mission
M&S Food is partnering with the England, Scotland, CYMRU and the Northern Ireland National Football Teams, to use the power of football and the influence of some of the UK’s biggest footballing heroes to help families make healthier choices under the campaign banner ‘Eat Well, Play Well’.
Through the M&S Eat Well seal of approval and its partnership with the FAs, M&S Food aims to make families healthier for the next generation. It will link the eating habits of much-loved footballing heroes to how they play, promoting positive healthy eating messages for kids in a way that’s engaging, relatable and drives change.
The multi-year-deal sees M&S Food, the FA’s and their football teams shining a light on what players eat to help inspire families to eat healthier this Summer and beyond. By using the influence of footballing heroes, the partners aim to not only make healthier eating choices easier for families but also show that healthy and balanced doesn’t have to be quinoa and kale – it can actually be a lot more fun and tasty!
This timely partnership comes as health is high on the UK’s agenda, with 53% of Brits concerned about family health. 33%** share concerns on getting nutritious food into their diets – so this focus on M&S and its Eat Well seal of approval comes just at the right time. This new partnership will help bring healthy eating to life, with thousands of great quality, trusted value Eat Well products across the Foodhall helping families make healthy choices both easy and delicious.
The bold announcement comes ahead of an exciting period for football with the Northern Ireland and English women’s teams getting ready for an important Summer and CYMRU and Scotland men’s teams playing deciding games in June. But this partnership is so much more than just kit sponsorship and pitch side advertising.
The partnership is packed with initiatives – from in store exclusives where budding footballers can find out their favourite players’ recipes and eating plans and free fruit for kids, to unprecedented online insight on players, managers and legends sharing their favourite Eat Well products.
So fans of all ages can now truly eat like their football heroes no matter their age or footballing ability. Whether its pre or post-match, or just a quick snack before heading off to watch their local team play.
The England teams themselves will also benefit from an extra special smoothie bar at their training camp at St George’s Park, unveiled today, players can get fresh Eat Well smoothies packed full of nutrients whenever they want. Gareth was the first to try what’s on offer.
England Men’s Team Manager Gareth Southgate said:
“Through our partnership with M&S Food and Eat Well we are aiming to help families across the country make healthier eating choices using the power of football. We believe the fuel and recovery habits of all England players play an important role in their development and performance and partnering with M&S Food on joint initiatives will help inspire and influence this across the England Pathway of teams from Men’s, Women’s, Youth and Disability teams”.
Northern Ireland senior team men’s manager Ian Baraclough said:
“Nutrition in football has come a long way since I was a player in the late 80s and 90’s; our post-match meal was less sophisticated than it is today!
“Our current players are put on specific programmes to give them the best possible fuel for matches and to help them recover after the game so very different to my day. Our players are such icons in Northern Ireland and I think this partnership with M&S Food and Eat Well will help give the budding footballers of the future a real insight into what their heroes are eating and inspire them to eat and train the very best they can.”
Scotland Men’s Head Coach Steve Clarke said:
“Through our partnership with M&S Food and Eat Well we are aiming to help families across the country make healthier eating choices by using the power of football. What our players eat is essential to performance and we’re thrilled that we can use our national teams to tell such an important message to future generations – and maybe inspire Scotland internationalists of the future.”
Gemma Grainger, Cymru Women’s Manager:
“Our players are great role models to young girls and boys across Wales and we are proud of how they utilise their platform to promote a healthy and active lifestyle to families.
“We’ve seen a significant growth in our attendances over the last twelve months and it’s great to see so many families cheering us on in the stands! We hope they’ll be getting behind us against Slovenia in Cardiff on the 6th of September.”
Stuart Machin, CEO of M&S, is equally passionate about the partnership and health, and making healthier choices more accessible, is of upmost importance in the retailer’s strategy going forward. He says:
“Today I’ll be writing to all our customers about this partnership and our aim to make a real difference to health and inspire the next generation.
“By harnessing the influence of the players as role models, we want to encourage children and families to make healthier food choices through choosing Eat Well.
“We have nearly 2000 delicious Eat Well products across our Food Hall, and online through Ocado, from great quality fruit and vegetables to meals, snack and drinks, all at trusted value. We’re constantly developing and improving our ranges, to give our customers delicious, healthier choices every day”
About the partnership:
The partnership has been made across all four of the home nations, England, Scotland, Northern Ireland and CYMRU. It builds on M&S’ existing strong food health and freshness credentials and the ambition set in 2007 to reach 50% of all food sales volume under the Eat Well accreditation by the end of 2022.
Customers will see the campaign come to life from July and all stores across the UK will have clear Eat Well identifiers throughout its stores. M&S Food Halls will also launch a purpose driven marketing campaign including free fruit for kids in all stores and Fresh Market Specials on seasonal fruit and vegetables.
Later in the Summer customers will also be encouraged to make healthier choices in store through a huge competition that will reward Eat Well choices with an incredible, once in a lifetime prize.
What is Eat Well?
M&S Foods’ Eat Well health seal of approval makes it easier to be healthy. Every Eat Well product has a health benefit and supports a balanced diet. Look out for the Eat Well flower on 1000s of M&S products. Eat Well means healthy choices are easy AND delicious. The Eat Well flower is only given to products meeting evidence-based nutritional criteria, developed by our nutritionists, in consultation with the British Nutrition Foundation, in line with health eating guidelines.
There are nearly 2000 Eat Well products across the Foodhall, to help you get the variety you need for a balanced diet. And the best bit about Eat Well? Because it’s M&S, you know whatever you choose will taste amazing, too.
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Notes to editors:
* UK’s favourite in-store supermarket, Which? February 2022
** M&S Family Matters Survey June 2022