Marks & Spencer has called on the government to overhaul rules governing fibre health claims, arguing that phrases such as “faecal bulk” and “intestinal transit” should be replaced with more consumer-friendly language.

The company, alongside nutritionist Emily English and Bowel Cancer UK ambassador Dr Anisha Patel, has written to the Secretary of State for Health and Social Care, urging ministers to review the wording retailers are allowed to use when communicating the health benefits of fibre.

M&S has said it wants the UK Nutrition and Health Claims Committee and the Scientific Advisory Committee on Nutrition to consider allowing phrases such as “improves gut health” in place of the currently permitted terminology: “barley grain fibre contributes to an increase in faecal bulk” and “wheat bran fibre contributes to an accelerated intestinal transit time”.

It has said the current rules make it difficult for brands and grocers to explain the benefits of fibre to shoppers in straightforward language.

The letter comes as recent figures from the National Diet and Nutrition Survey (NDNS) found that 96 per cent of UK adults consume less than the recommended 30g of fibre a day.

M&S Food is behind the Better with Beans campaign, which aims to encourage shoppers to add more beans and pulses to their diets. As part of the initiative, M&S has refreshed its beans and pulses range, with products including chickpeas, green lentils, butter beans and kidney beans starting from 55p.