Marks & Spencer (M&S) plc developed the Fuller Longer food range with expert input from University scientists. Dr Alexandra Johnstone, based at the Rowett Institute of Nutrition and Health, led this food industry collaboration.
Research with human volunteers established that high protein and moderate carbohydrate diets tended to leave volunteers feeling fuller for longer periods of time, an effect called “protein-induced satiety” - or sense of fullness. The research showed that diets of this type lead to sustained appetite control and weight loss. The research formed the basis for the Fuller Longer range of dishes, taking the concept of protein-induced satiety directly from the research laboratory to the supermarket shelf.
The direct application of University of Aberdeen research led to great commercial success for the industry partner. M&S has 20 million weekly customers and, since its launch in January 2010, Fuller Longer has become the number one diet brand in store. By April 2011, M&S had increased its share of the UK food market and food sales by 3.3%, with the Fuller Longer range increasing its growth by more than 50%.
Further work is underway to assess the efficacy of the range in weight control. Aberdeen research attracted the interest of other food manufacturers and retailers, prompting new interactions with other major food companies.
Johnstone A.M., et al. (2011). Effects of a high-protein, low-carbohydrate weight loss diet on antioxidant status, endothelial function and plasma indices of cardio-metabolic profile. Br J Nutrition, 106, 282-291. (Examining the safety and efficacy of the diet is important for public health implications).
Johnstone A.M. (2012). Safety and efficacy of high-protein diets for weight loss. Proceedings of the Nutrition Society, 71, 339–349. Current opinion on high protein weight loss diets to dispel common myths.