Sainsbury’s has announced new plans to strengthen its healthy food offering with an ambition to get Brits eating more fibre.
This pledge will see the retailer launching new ‘Full on Fibre’ labelling across more than 500 products to help customers identify fibre-rich foods.
The move comes as ‘noise’ around healthy eating continues to increase, with information being pushed from all directions - often leaving consumers confused.
Healthy eating shouldn’t feel difficult or complex – but for many families, it does.
Simon Roberts, CEO, Sainsbury's
Sainsbury’s research finds three‑quarters of people say they understand fibre, yet barely half recognise fruit (52%) or pulses (58%) as sources.
“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,” commented Simon Roberts, chief executive of Sainsbury’s.
“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.”
Competitive prices and accessibility
Over 100 Full on Fibre products are price matched with Aldi or available at a lower price via Sainsbury’s Nectar programme, including oats, beans and broccoli.
The new labelling will also be featured on new products launching this summer, including Sainsbury’s own-label Mediterranean Style Veg Burgers and Spiced Mixed Nuts & Seeds with Apple Granola.
The supermarket is also running limited-time deals on commodities such as cherries, blackberries, bakery lines and frozen fruit and veg.
The fibre ambitions come alongside a continued investment into the Department for Education’s free breakfast club programmes and a £3 top up to the Government’s Healthy Start Scheme.
So far, the retailer has supported breakfast clubs over 1,250 schools, helping make free breakfasts available to more than 300,000 children across England as the rollout continues.
Anna Taylor, executive director at The Food Foundation said the NGO would like to see similar plans being adopted across all retailers.
“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,” she said, as she applauded Sainsbury’s increased focus on fibre.
