Business · Companies · 2 hrs ago
M&S food development boss Kathryn Turner becomes a social media hit
M&S Food product development director Kathryn Turner has become a social media star with informal videos about the British retailer’s products.
Her TikTok and Instagram videos have been watched more than 50 million times, and she has more than 300,000 TikTok followers.
Turner has worked at M&S since 1995 and became product development director in 2022, leading a team that develops and improves products.
Her videos show behind-the-scenes food production and new products in M&S shops.
Viewers and marketing experts say the videos feel more authentic than polished adverts, helping them stand out amid growing use of AI.
M&S is understood to credit the videos with an increase in sales of some products, including mango grapes and a strawberries-and-cream sandwich.
The retailer rejects claims that the account gets around a ban on promoting unhealthy food, and no further action is specified.
Kathryn Turner, M&S Food’s product development director, has become popular on TikTok and Instagram with videos about the supermarket’s products.
Her videos have been watched more than 50 million times, and her TikTok account has more than 300,000 followers.
The Daily Mail reports that M&S credits her videos with an uptick in sales of some products, including mango grapes and a strawberries-and-cream sando.
Marketing experts say the videos’ informal style helps them stand out from polished corporate advertising.
M&S has faced accusations that Turner’s account sidesteps restrictions on promoting unhealthy food, which the company rejects.
- Who
- Kathryn Turner, M&S Food’s product development director.
- What
- She has become a social media hit with videos showing M&S Food products.
- When
- She joined TikTok in May; the article was published on 22 October 2026.
- Where
- On TikTok and Instagram, including in M&S shops and at food production locations.
- Why
- Marketing experts say the videos’ informal, authentic style stands out from polished corporate advertising.
M&S
Critics of the account
Purpose of the videos
M&S
M&S promotes the products and rejects the claim that the account is a loophole for promoting unhealthy food.
Critics of the account
Critics accuse the account of serving as a loophole to get around the ban on promoting unhealthy food.
Turner began her career at M&S after working in hospitality and sales roles.
She launched the Teletubbies-themed Tubby Toast croissants.
Turner became director of product development at M&S Food.
Turner joined TikTok and began sharing videos about M&S Food.
- Video views
- More than 50 million
- TikTok followers
- More than 300,000
- Product development team
- 80 people
- Products developed each year
- 1,500 new and 1,000 improved products
- Sales examples
- Mango grapes and a strawberries-and-cream sando
What people are saying
People are craving authenticity and this is an authentic person: there's no editing, it's obviously been done on a phone, it's what we used to call the "snapshot aesthetic".