Rachel Carr is an in-house writer for Food & Beverage Outlook Magazine, where she is responsible for interviewing corporate executives and crafting original features for the...
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Sainsbury’s is on a mission to revolutionise meals by making healthy eating straightforward and affordable, with innovative food initiatives and exciting summer deals that put nutrition front and centre.
Supermarket titan, Sainsbury’s, simplifies healthy eating and makes it more affordable for families, increasing the amount of fruit, vegetables, and fibre on UK plates.
New Full on Fibre labelling is being launched across more than 500 products:
Sainsbury’s strengthens its health commitment with a new ambition to add thousands of tonnes of fibre and millions more portions of fruit and veg to UK diets by 2030.
Comes as only four percent of the UK* get enough fibre, and only half (52 percent)** of people recognise fruit as a source of it.
The range of moves will support ambition with more to come as the business goes further on health:
New Full on Fibre labelling across more than 500 products.Great summer deals on fibre-rich foods like oranges and blackberries.Working to roll out a Healthy Start scheme top-up, via a £3 voucher for fruit and veg.Supporting a nutritious, free breakfast provision for over a quarter of a million children as part of Sainsbury’s partnership with the Department for Education’s free breakfast clubs.
Continued focus on making healthy everyday products affordable, with 75 percent Aldi Price Match products healthier and better for you on average.
Historic high street staple, Sainsbury’s, has announced a significant enhancement to its long-standing commitment to helping families eat well. The retailer has unveiled a strengthened health initiative to make healthy eating more accessible and affordable for millions of people across the UK.
As part of this new initiative, Sainsbury’s plans to add thousands of tonnes of fibre and millions of extra portions of fruits and vegetables to the meals of families.
The company aims to achieve this through a series of new measures designed to simplify healthy eating and prioritise fibrous, fresh foods at every meal.
DECODING HEALTHY EATING
The national discussion surrounding healthy eating is increasingly getting bogged down by passing trends and complex terminology.
For example, from the latest protein hacks to the myriad of fibre fads, the overwhelming barrage of information is leaving many individuals feeling alienated and uncertain about their dietary choices.
Moreover, research conducted by Sainsbury’s highlights this issue: whilst an impressive three-quarters of respondents claim they understand what fibre is, fewer than half recognise fruit (52 percent) or pulses (58 percent) as valid sources of these important nutrients.
As a result, instead of being a straightforward and accessible aspect of daily life, healthy eating has become a puzzling labyrinth that complicates what should be simple, nutritious choices for everyone.
BOOSTING NUTRITION
In an exciting move to meet customer needs, the retailer is unveiling a vibrant Full on Fibre labelling system that will be featured on over 500 products.
This initiative aims to make it easier for consumers to boost their fibre intake without any hassle. Amongst the extensive selection, over 100 Full on Fibre products are currently available under Aldi Price Match or Nectar Price, showcasing a variety of everyday fibre-rich heroes, including hearty oats, nutritious beans, and crisp broccoli.
Additionally, this labelling will grace some fresh and innovative offerings debuting this summer, including by Sainsbury’s Mediterranean Style Veg Burgers, packed with flavour and nutrients, as well as Spiced Mixed Nuts & Seeds with Apple Granola. This delightful, wholesome snack perfectly blends taste and health.
“Healthy eating shouldn’t feel difficult or complex – but for many families, it does. We know lots of people want to eat well, but tight budgets, busy lives, and confusing advice can make this feel overwhelming. We want to change that. We’re going further to make healthy everyday essentials great value at Sainsbury’s – beginning with fibre, fruit, and veg – and tackling confusion so customers can eat well without having to think too hard about it. We’re aiming to take away the complexity so good food becomes simple for everyone.”
“We welcome the move to roll out a Healthy Start top-up scheme and would like to see this being adopted across all retailers to raise awareness and enable better access to fruit and veg for young children. Setting ambitions to grow sales of fruit, veg, beans, and a focus on seasonal British produce is a key step we’d like all supermarkets to make. The focus on fibre is great to see and in line with Sainsbury’s pledge to increase bean sales as part of our Bang In Some Beans Campaign.”
Anna Taylor, Executive Director, The Food Foundation
SUMMER DEALS AND SCHOOL SUPPORT
Sainsbury’s is making it easier to enjoy fibre-rich foods this summer with great deals on cherries, blackberries, bakery items, and frozen fruits and vegetables.
Until June 23rd, Sainsbury’s is offering half-price cherries, which provide about three percent of the daily recommended fibre intake – one gram (g) per portion.
In addition, customers can save 29 percent on fine beans, which contribute nearly 10 percent of the daily fibre requirement (2.7 g per portion), and 25 percent off oranges that provide about three percent of daily fibre with Nectar Price discounts.
Overall, Sainsbury’s is committed to providing healthy options at great value, with 75 percent of its Aldi Price Match products being healthier or better-for-you choices.
To ensure every child has a healthy start to their day, Sainsbury’s is also supporting schools by providing £200 gift cards to those participating in the Department for Education’s free breakfast club programme.
To date, Sainsbury’s has supported breakfast clubs in over 1,250 schools, making free breakfasts available to over 300,000 children across England as the rollout continues. Through the programme, ten million free breakfasts have been served to children in England.
FOOD SECURITY INITIATIVES
For individuals and families living on low incomes, accessing nutritious, high-quality food can feel like an insurmountable challenge.
In response to this pressing issue, Sainsbury’s is developing initiatives to assist those in financial difficulty.
One such effort is the collaboration with the UK government’s Healthy Start Scheme, which offers a valuable £3 top-up for the most vulnerable members of the community. This support aims to make healthier food options more accessible to those who need them most.
PROMOTING INFORMED AND INNOVATIVE OPTIONS
Showcasing its enduring dedication to promoting healthy eating amongst its customers, Sainsbury’s commitment is evident through a series of innovative initiatives, such as the introduction of traffic-light calorie labelling back in 2005, which has helped consumers make more informed dietary choices.
Additionally, Sainsbury’s has been a strong advocate for mandatory nutritional reporting in both retail environments and out-of-home dining settings, further enhancing transparency for shoppers.
As a testament to its efforts, the retailer has consistently achieved healthy sales figures that exceed the industry average for several years running.
Looking ahead, Sainsbury’s intends to build upon these groundbreaking initiatives in its new strategic plan.
This forward-thinking approach aims to tackle some of the most pressing challenges related to food accessibility and to ensure that every individual in the UK has the opportunity to enjoy nutritious, wholesome food options.
By Sainsbury’s Cherries £1.75 on Nectar Price (£3.50 without) By Sainsbury’s Fine Beans £1.00 on Nectar Price (£1.40 without) By Sainsbury’s 4x large oranges £1.50 on Nectar Price (£2.00 without)
Full-on Fibre labelling includes on-pack, at shelf-edge, and on groceries online.
This article was produced by the editorial team at Food & Beverage Outlook and published as part of the Outlook Publishing global network of B2B industry magazines.
Outlook Publishing delivers industry insights, company stories, and sector coverage across food production, manufacturing, supply chains, construction, healthcare, mining, and sustainability.
Food & Beverage Outlook provides ongoing coverage of organisations and developments shaping the global food and beverage sector.
Rachel Carr is an in-house writer for Food & Beverage Outlook Magazine, where she is responsible for interviewing corporate executives and crafting original features for the magazine, corporate brochures, and the digital platform.
