All M&S stores, including window displays, will feature hard-hitting messages and imagery about M&S products to show off its health, quality and environmental credentials, under the 'Look behind the Label' banner.
Slogans include 'We're committed to reducing salt faster than you can say sodium chloride', and 'It's not just our green dyes that won't harm the environment'. A series of ads will run in the national press every day this week.
M&S will also become the first major UK retailer to sell clothing made from 100 per cent Fairtrade cotton. From March, t-shirts and socks will be sold in stores and online.
'Customers want good value, but they care more than ever about how food and clothing products are made,' said M&S chief executive Stuart Rose. 'Look behind the label is the first time we've talked about the lengths we go to, to ensure everything we sell is produced in a responsible way.'
A YouGov survey commissioned by M&S showed that almost a third of respondents had decided not to buy an item of clothing from a retailer because they felt concerned about where it had come from or under what conditions it had been made. Nearly three in five said they had also avoided buying a food product over similar concerns. More than three quarters said they would like to know more about the way clothes are made.
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