"Customers care more than ever how products are made," says CEO, Stuart Rose

Marks & Spencer today unveiled a major new campaign called 'Look behind the label' to tell customers about the way its products are sourced and made.

All Marks & Spencer stores, including all store windows, will feature hard-hitting messages and striking imagery about M&S products and their health, quality and environmental aspects including: "We're committed to reducing salt faster than you can say 'sodium chloride' " and "It's not just our green dyes that won't harm the environment". A series of advertisements will run every day this week in the national press.

Marks & Spencer has also announced it will become the first major UK retailer to sell clothing made from 100% Fairtrade cotton. From March, t-shirts and socks will be sold in M&S stores and on www.marksandspencer.com .

In food, Marks & Spencer is continuing its salt reduction programme and has removed 250 tonnes of salt across its food ranges over the past year, including cutting the salt content of its sandwiches by 15 per cent.

A YouGov* survey commissioned by Marks & Spencer shows consumers are thinking more about ethical and health issues when they buy clothing and food. Almost one third said they had decided not to buy an item of clothing because they felt concerned about where it had come from or under what conditions it had been made. 59% said they had also avoided buying a food product due to similar concerns. 78% said they would like to know more about the way clothes are made including the conditions in the factories where they come from and the use of chemicals in their manufacture. On food, 72% said they were specifically concerned about the future of fish stocks.

Stuart Rose, Chief Executive, Marks & Spencer, said:

"Customers want good value, but they care more than ever how food and clothing products are made. 'Look behind the label' is the first time we've talked about the lengths we go to to ensure everything we sell is produced in a responsible way. Our customers increasingly want to know about this, which is why we've decided to tell them what we stand for.

"Launching Fairtrade cotton builds on our innovative work in areas such as sustainable fishing, reducing fats, salt and additives in our food and banning harmful chemicals from children's clothing."

Harriet Lamb, Executive Director, Fairtrade Foundation said:

"Fairtrade certified cotton only became available in the UK late last year and we're delighted that Marks & Spencer is the first high street retailer to introduce its own range. Fairtrade aims to start a new trend, by guaranteeing disadvantaged farmers a fair and stable price including a premium to invest in long term farm development as well as social projects in their local communities. Buying M&S clothes made with Fairtrade cotton will bring the prospect of a brighter future to many cotton farmers and their families in India."

The 'Look behind the label' campaign will run in over 420 Marks & Spencer stores, in the national press and on the side of Marks & Spencer lorries. Advertisements will include: