Sainsbury’s today announces a major step‑up in its long‑standing commitment to help families eat well, unveiling a strengthened health ambition designed to make healthy eating more accessible and affordable for millions of people across the UK.
The retailer has announced a new ambition to add thousands of tonnes of fibre and millions of extra portions of fruit and veg to the plates of families across the UK. It will aim to deliver through a range of new moves that will help families cut through the complexity and put fibrous, fresh food front and centre of every meal.
Healthy eating risks becoming too complicated and too exclusive
The national conversation about healthy eating risks becoming tangled in trends and jargon. From protein hacks to fibre fads, the noise is leaving many people feeling shut out. Sainsbury’s research shows: three‑quarters of people say they understand fibre, yet barely half recognise fruit (52%) or pulses (58%) as sources. Healthy eating has become confusing when it should be clear, accessible and part of everyday life.
A return to basics: fibre, fruit and veg
In response, the retailer is launching brand new Full on Fibre labelling across more than 500 products to help customers boost their fibre intake without the fuss. Over 100 Full on Fibre products currently feature in Aldi Price Match or Nectar Price, such as on everyday fibre heroes such as oats, beans and broccoli. It will also feature on exciting new products launching this summer such as by Sainsbury’s Mediterranean Style Veg Burgers and Spiced Mixed Nuts & Seeds with Apple Granola.
Simon Roberts, chief executive of Sainsbury’s, said: “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 the 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.”
Anna Taylor, executive director, The Food Foundation, said: “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.”
