Marks & Spencer has been criticised for calling its latest health drink “punishment juice”.
The retailer released the seven-vegetable, cold-pressed drink last week but marketing experts said the name felt like “a throwback to an outdated diet culture”.
The 250ml bottles, which contain the “superfoods” spirulina and hemp, as well as cucumber, spinach, celery, lime, kale, aloe vera, mint and parsley juice, became available in stores on Wednesday at a price of £2.25.
There are concerns that the name will risk alienating the target audience
M&S said the product was “fresh-tasting” and “healthy” and described the unusual name as “disruptive” but others accused the company of being irresponsible.
Rebecca Hopwood, the director of the marketing agency Youbee Media, said: “Framing something genuinely healthy that’s one of your five a day as ‘punishment’ undermines the positive steps many people and brands are trying to take towards better overall physical and mental health.
“At a time when young audiences are already grappling with toxic health messaging across platforms like TikTok, I fear that this kind of thing sends the wrong message. Can we not just try to move forward by encouraging a positive relationship with food?
“My opinion is they’ve missed the mark with this. The name feels like a throwback to an outdated diet culture.”
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Sophie Attwood, the chief executive of SA Communications, added: “The name is undoubtedly provocative, tapping into that shared joke we’ve all made about green juices being a bit of an endurance test — but there’s also a fine line here. Wellness culture has evolved dramatically. We’ve moved away from narratives of guilt and punishment towards something more positive and empowering.
“I would be concerned that it risks alienating consumers who want their wellness choices framed around self-care rather than self-flagellation. It’ll be interesting to see how consumers respond.”
M&S appeared to be trying to tap into an emerging trend of companies giving foods “edgy” names to appeal to younger consumers in the hope that they would go viral on social media, boosting sales.
Other products with provocative names include “savage choc” cookies, “warrior rage” pre-workout powder and “predators’ prey” beef.
But the precedent for provocative names is not necessarily good.
In 2023 the American water brand Liquid Death launched in Britain with the tagline “murder your thirst”. The drink was stocked at Tesco, Iceland, Nisa, Ocado, Amazon and the Co-op, but in February it was withdrawn after weak sales.
Liquid Death missed the mark with consumers
Dan Chorlton, the chief executive of GOA Marketing, questioned whether M&S’s strategy would work. He said: “The name immediately grabs attention and has been clearly designed with virality in mind, especially on TikTok, where creators thrive on oddly named products or terms.
“Though the shock factor will drive user-generated content and earn media attention, the name ‘Punishment Juice’ feels uncomfortable and unpleasant and could deter more health-conscious customers or elderly customers, who seek products that are indulgent, aspirational and nourishing.”
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Anthony Villa, the founder of marketing consultancy Launch Experiments, also said the name could backfire.
“Aside from any ethical backlash, there’s a subtler but serious risk of Gen Z labelling M&S as the ‘cringe uncle trying to be cool’. And that kind of brand perception is hard to shake.
“There’s also another risk: indifference. Will anyone actually care? Bold doesn’t guarantee buzz. So far, it hasn’t taken off on TikTok or Reddit, which doesn’t mean it won’t but it shows just how tough it is to truly stand out, even when you’re trying to be provocative.”
In a statement, M&S said: “We take innovation and quality extremely seriously. We’re always looking at how we can improve the quality of our products and launch new lines that customers can’t get anywhere else.
“Our new cold-pressed juice is one of your five a day, low in sugar and a source of protein. We’ve called it Punishment Juice, a disruptive name for a unique product.”
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