The “Fuller Longer” food range was developed by Marks & Spencer (M&S) plc with expert input from University scientists.
Dr Alexandra Johnstone based at the Rowett School of Nutrition and Health led this food industry collaboration. The project took the concept of protein-induced satiety directly from the research laboratory to the supermarket shelf as a commercial food range.
The Fuller Longer range of dishes was based on research with human volunteers which demonstrated the efficacy of high protein, moderate carbohydrate diets in sustained appetite control, leading to weight loss. The interaction took the concept of protein-induced satiety from the laboratory directly to application in the commercial food industry setting, with great commercial success for the industry partner.
I have enjoyed working from the scientific idea inception straight through to seeing the food products on the shelves in Marks & Spencer plc, and applying them with diet & weight loss volunteers."
Dr Alexandra Johnstone
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 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. This work has attracted the interest of other food manufacturers and retailers, prompting new interactions with other major food companies.
Find out more
- Dr Alexandra Johnstone's biography and publications
- 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.