With a new wave of post-Brexit regulations about to hit, Marks & Spencer’s boss Stuart Machin isn’t holding back.
Just days before stricter rules kick in for sending goods to Northern Ireland, he’s calling out what he sees as senseless bureaucracy—and he’s not alone.
New Labelling Rules Set to Disrupt Grocery Supply Chains
Starting July 1, thousands of everyday grocery items—ranging from pizzas and fresh vegetables to fish—will require extra checks and specific “Not for EU” labels before they can be shipped from Great Britain to Northern Ireland.
These rules build on what’s already in place for meat and dairy under the Windsor Framework, an agreement aimed at maintaining smooth trade while respecting the EU border with the Republic of Ireland.
Machin said more than 1,000 M&S products will soon need the “Not for EU” label, with another 400 requiring further checks through the so-called “red lane,” which flags goods for additional scrutiny.
“Bureaucratic Madness” and Rising Costs for Retailers
In a blunt post on X (formerly Twitter), Machin didn’t mince words.
“Quite frankly it’s bureaucratic madness—confusing for customers and completely unnecessary,” he wrote, pointing out that the UK already has some of the highest food safety standards globally.
He warned that this “yet another layer” of red tape will only drive up costs for businesses and could make it harder to maintain product variety in stores, especially in Northern Ireland.
Retail Industry Says More Hurdles Are on the Way
Andrew Opie, who heads food policy at the British Retail Consortium, backed Machin’s concerns.
He said the July changes would bring “thousands of additional products” into the labelling regime, creating a major headache for retailers trying to serve Northern Irish customers.
He warned that tougher enforcement could jeopardize product availability and limit choices in stores across the region.
Even Chicken Tikka Isn’t Safe from the Paperwork
M&S’s food managing director Alex Freudmann had already raised a red flag earlier this year.
He described the paperwork required to send goods to the Republic of Ireland as “painfully detailed,” noting it even demands obscure information like the Latin name of the chicken in their chicken tikka masala.
Government Stands by the Rules but Promises Easier Days Ahead
The UK Government insists that these labelling requirements were agreed to as part of the Windsor Framework signed in 2023.
A spokesperson clarified that the labels will only be needed on certain products, like specific food and drinks—not everything on store shelves.
They also promised that recent UK-EU negotiations will eventually make the labelling process easier and less invasive.
“We’re working closely with businesses,” the spokesperson said, “to help them continue moving goods smoothly across the UK.”
What’s Next?
As the July 1 deadline looms, retailers like M&S are scrambling to adjust.
But with growing frustration across the industry and concerns about the long-term impact on consumers in Northern Ireland, the pressure is mounting for the government to streamline the rules—or face even louder backlash from Britain’s biggest brands.