Marks & Spencer (M&S), a renowned British retailer, recently revamped its in-store biscuit range, introducing new flavors and an “upgraded” recipe. While the new biscuits, including triple chocolate, milk chocolate, and white chocolate varieties, have been met with widespread acclaim for their taste, a significant change in packaging has sparked controversy among customers. The retailer’s decision to switch from paper to plastic packaging has drawn criticism, with many expressing concerns about the environmental impact. The Christmas-themed Gingerbread and White Chocolate biscuits, launched in late November, were particularly well-received, garnering enthusiastic praise on social media. Customers described the new biscuits as “amazing” and “very dangerous,” with some even pleading with M&S to extend the availability of the gingerbread and white chocolate flavor beyond the holiday season. However, this positive reception has been overshadowed by the negative response to the new plastic packaging.
The core issue lies in the recyclability of the new packaging. Unlike the previous paper wrappers, which could be easily recycled, the new film bags require consumers to return them to supermarkets for recycling. This added step makes it less convenient for customers to recycle the packaging and raises concerns that a significant portion may end up in landfills. This shift towards less sustainable packaging contradicts M&S’s publicly stated commitment to reducing plastic waste and improving its environmental footprint. Customers have voiced their disappointment and frustration on social media platforms, questioning the company’s decision and expressing concerns about the perceived backward step in their sustainability efforts. Many customers have directly called out the discrepancy between the new plastic packaging and M&S’s publicized “Plan A” sustainability initiative.
M&S has responded to these concerns, acknowledging the importance of plastic reduction and reiterating its commitment to helping customers reuse and recycle. The company stated that it has passed customer feedback on to its team for consideration. However, this response has done little to quell customer dissatisfaction. The retailer has previously faced criticism for excessive plastic packaging and has been actively promoting its environmental goals, including a target to remove 1 billion units of plastic by 2027, representing a 30% reduction in plastic food packaging. This commitment involves initiatives such as removing polystyrene from pizza bases, eliminating black plastic food packaging, and switching to paper packaging for teacakes. The move to plastic biscuit packaging seems to contradict these efforts, further fueling customer frustration and skepticism.
Beyond the biscuit packaging controversy, M&S has been actively promoting its Christmas food lineup, featuring over 450 new items. The Sun’s consumer editor, Lynsey Barber, provided a preview of the festive offerings, highlighting both hits and misses. The Turkey Feast dip received rave reviews, described as a “mouthful of Christmas,” while the Hot Honey Brie Brulee and Halloumi in Blankets with Hot Honey also earned high marks. However, the White Mulled Wine received a more lukewarm reception. This focus on festive food offerings serves to highlight M&S’s ongoing efforts to innovate and cater to consumer demand during the holiday season.
M&S has a history of implementing sustainable packaging initiatives. In April 2023, the retailer introduced paper-based packaging for its rice, grains, and pulses range, encompassing over 30 products. Four items in its Collection range were also transitioned to paper boxes. This change allowed for home recycling, a significant improvement over the previous requirement to return packaging to stores. In September 2023, M&S phased out plastic bags for life in favor of 40p paper versions across all its food halls, emphasizing their water-resistant properties and 15kg carrying capacity. More recently, M&S announced that all its single and twin garlic baguettes are now packaged in FSC-approved paper, readily recyclable at home. The company also expanded its Beauty Takeback Scheme to 100 stores nationwide, facilitating the recycling of beauty product packaging.
The conflicting messages surrounding M&S’s packaging practices create a complex narrative. While the company actively promotes its sustainability initiatives and implements changes aimed at reducing plastic waste, the decision to switch to plastic packaging for biscuits undermines these efforts and generates negative consumer sentiment. The contrast between the positive reception of the new biscuit flavors and the widespread criticism of the packaging highlights the importance of aligning product development with stated environmental goals. The public scrutiny surrounding this issue underscores the growing consumer demand for sustainable practices and the potential reputational risks associated with perceived environmental missteps. M&S faces the challenge of reconciling its stated commitment to sustainability with its packaging choices, potentially revisiting its decision to use plastic for biscuits to maintain consumer trust and reinforce its environmental credentials.
