A wellness founder flagged the sugar level in M&S bakery cookies and offered an alternative for a sweeter but lower-sugar treat
The conversation began with a short Instagram video that quickly found an audience. In the clip, Tonic Health founder Sunna van Kampen explains why she would avoid the M&S baked in-store cookies, pointing out that one biscuit can contain as much as 29 grams of sugar.
The post, shared on the brand’s account with hundreds of thousands of followers, frames the claim as a consumer-awareness tip rather than a moral judgement. Viewers are asked to consider how a single indulgence fits into an overall diet rather than simply dismissing the treat out of hand.
The short video format kept the message direct and easy to share, which helped the conversation spread rapidly online.
Behind the clip is a company known for nutrition-focused products: Tonic Health was set up by Sunna van Kampen in 2019 and is best known for high-dose, sugar-free vitamin formulations and a large social media presence.
The post referenced the ingredient list on the bakery bag and highlighted that the first ingredient listed is sugar, a detail intended to help shoppers compare options more clearly. The message resonated: the clip collected thousands of likes and numerous comments, with responses ranging from surprise to frustration, and with some defenders labelling the post as alarmist. The debate that followed underscored how food content can polarise opinion even when it aims to be informative.
What the influencer claimed
In the video, Sunna van Kampen points to the labelled ingredients and gives viewers a practical takeaway: one of the in-store cookies can represent a substantial share of the recommended daily sugar allowance. She frames this as a transparency issue, encouraging shoppers to read packaging and compare alternatives. Rather than forbidding treats, the clip suggests a smaller behavioural change — swapping one item for another similar option that delivers the same flavour satisfaction with less added sugar. The tone is advisory, with the creator positioning the tip as a quick swap for anyone trying to lower sugar without losing the pleasure of a sweet biscuit.
Sugar content breakdown
To put numbers into context, the video highlights that a single cookie packing 29 grams of sugar is close to what many health guidelines set as a daily cap for added sugars. The phrase daily intake was used to underline the arithmetic: a single snack can use up a large portion of an individual’s allowance, which could influence other food choices later in the day. For people tracking sugars for health concerns or weight management, that concentration in one item may prompt reconsideration. The clip deliberately uses that figure as an attention-grabber while encouraging informed consumption rather than total abstinence.
Suggested swap and why it matters
Instead of advocating avoidance of treats altogether, the creator recommends swapping to M&S Shortbread Chocolate Button Cookies. According to the video, the shortbread alternative delivers a chocolate note while containing roughly 50% less sugar than the in-store baked cookie, making it a lower-sugar option for the same indulgence. The suggestion appeals to shoppers who want to maintain a ritual — coffee and a biscuit, for example — but who prefer to reduce added sugar. This practical comparison is pitched as a small change with immediate impact, an approach that many nutrition communicators use when offering realistic advice.
Ingredients and fats
The influencer also touches on the composition of fats, noting that some shortbreads use real butter and therefore more traditional fats, compared with baked goods that may use processed vegetable oils such as palm oil. The argument is that shortbread’s recipe can mean fewer added sugars and a reliance on butter for texture, which some consumers prefer on ingredient or environmental grounds. The video frames these differences as part of a shopper’s decision-making process, encouraging people to weigh sweet content alongside fat type and ingredient sourcing when choosing a treat.
Public reaction and retailer updates
Not everyone agreed with the clip. Some viewers accused the poster of fearmongering, while others responded with bemused confessionals about still enjoying the cookies despite knowing the sugar content. The post racked up thousands of interactions and a mixture of supportive and critical replies; one commenter called out the nuance that individual dietary needs vary and a nutritionist noted context matters. On the product front, M&S has recently expanded its bakery offering: the much-discussed White Chocolate and Raspberry Cookies were released on 8 April 2026, featuring freeze‑dried raspberries, white chocolate pieces, and oats. The retailer has also introduced a premium Loaded and Topped Cookies line with flavours such as Raspberry Cheesecake, Pistachio, and Chocolate and Hazelnut. A spokesperson for M&S has been approached for comment.
Whether viewers take the tip as prescriptive advice or one data point in a larger conversation about food, the video demonstrates how a simple ingredient read-through can spark wider debate about indulgence, nutrition and product choice. For shoppers who prefer to tweak habits, the suggested swap offers a concrete option; for others the clip functions as a reminder that treats are still treats, and balance remains a personal decision.
