Why Do Dietitians Criticize M&S 'Punishment Juice'?

The introduction of 'Punishment Juice' by the British retail giant Marks and Spencer (M&S) prompted a backlash from dietitians who warned that such naming reinforces the idea that nutritious food cannot be enjoyable and may be especially harmful to people struggling with eating disorders.

The green cold-pressed juice comes with the Eat Well seal, suggesting it was developed by M&S nutritionists and endorsed by the British Nutrition Foundation.

"It almost sounds too good to be true, and that's why we've called it Punishment Juice – a disruptive name for a fresh-tasting, healthy product," the company wrote on its Facebook page.

However, the announcement drew harsh criticism from dietitians and nutritionists, who see risks in framing a supposedly healthy food as a punishment.

Healthy food isn't a punishment

Rosie Long, a nutritionist, says the name 'Punishment Juice' reinforces toxic ideas about restriction, guilt, and moralizing food choices, the narratives health and nutrition professionals are working to dismantle.

Labeling foods as 'good' or 'bad' assigns a moral value to what we eat and feeds into a negative cycle where people feel they must 'earn' food or 'make up' for eating it, usually through exercise or restriction, Long explains. Such a language can also impact how we view ourselves as if eating certain foods makes us good or bad people.

"This mentality can really damage our relationship with food, making eating less about nourishment, enjoyment, or social interactions and more about shame, control, and rules," she tells WellnessPulse.

Haley Golich, RD, says the idea of healthy eating as a punishment can be especially harmful to those who already struggle with their relationship with food.

When products or brands lean into this 'punishment' narrative, they risk deepening the negative impact of diet culture, which already promotes restrictive and guilt-driven behaviors around eating. This kind of messaging can further alienate people trying to make peace with their food choices and undermine their emotional well-being.

Haley Golich, RD

Nearly one in ten Americans (9%) will have an eating disorder in their lifetime. These disorders can affect anyone regardless of age, race, and gender and have devastating long-term effects on physical and mental health.

Long says such M&S' positioning frames healthy foods and drinks as something we need to endure when they should be framed as something we can enjoy.

Nearly half (45%) of North Americans say they would choose 'tasty, non-healthy' foods instead of healthier options because the latter are perceived as less tasty, a 2017 survey found.

Only one in 10 American adults eat enough fruits or vegetables, increasing their risk for chronic diseases like diabetes and heart disease, according to the Centers for Disease Control and Prevention.

Alice Haley, BSc, a nutritionist, wrote on LinkedIn that M&S message is harmful because it undermines public health efforts to promote a positive relationship with food and risks harming people already struggling with disordered eating.

WellnessPulse reached out to M&S for comment but didn't receive a response.

What is Punishment Juice?

The Punishment Juice contains a blend of greens and 'superfoods' like spirulina, chlorella, and hemp.

According to M&S, the ingredients contain plant compounds, vitamins, and minerals that support the immune system and are also thought to lower blood sugar levels. Each bottle contains 25 kcal and is low in sugar.

Spirulina is blue-green algae commonly used as a supplement. It has been associated with reduced blood pressure, weight loss, improvements in metabolic parameters, and anti-inflammatory properties, according to a 2024 review article.

However, more studies are needed to confirm its efficacy and determine optimal dosages for specific health conditions.

Chlorella is dark-green algae rich in vitamin D and vitamin B12 and is a great source of protein. It is high in antioxidants, which play a role in guarding against chronic diseases and aging. Supplementation with chlorella has been linked to reduced cholesterol and blood pressure.

It's noteworthy that the effects may depend on a dose, and chlorella in a form of supplements or added to juice shouldn't replace the medications for these conditions.

Hemp is a rich source of protein, antioxidants, and omega-3 fatty acids, which have been associated with positive effects on heart health. Supplementation with hemp may also positively impact cholesterol levels and potentially reduce inflammation.

However, many human studies investigating hemp benefits are small in size, and their findings should be generalized with caution. If you have chronic conditions, discuss taking a new supplement with your healthcare provider.

The takeaway

'Punishment Juice' contains minerals, vitamins, and beneficial plant compounds. However, dietitians say its controversial name may reinforce the idea that healthy foods cannot be enjoyable and must be endured.

Long tells WellnessPulse, "A healthy lifestyle isn't about punishing ourselves — it's about incorporating foods, drinks, and activities that make us feel good in a balanced and flexible way."