Sainsbury's has introduced a significant change affecting over 500 products, including a new £3 rule for shoppers. The supermarket giant is reinforcing its commitment to health with an ambitious target to add thousands of tonnes of fibre and millions more portions of fruit and vegetables to UK diets by 2030.
Supporting Lower-Income Families
Sainsbury's is working to provide solutions for those on lower incomes, including participation in the Labour government's Healthy Start Scheme. The retailer will offer a £3 top-up for the most vulnerable customers, helping them access nutritious food.
New Full on Fibre Labelling
The company is launching brand new 'Full on Fibre' labelling across more than 500 products to help customers boost their fibre intake easily. Over 100 of these products are already featured in Aldi Price Match or Nectar Price promotions.
Anna Taylor, Executive Director of The Food Foundation, commented: "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."
CEO's Statement
Chief Executive Simon Roberts 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."
Additional Initiatives
Sainsbury's, which competes with Lidl, Aldi, Tesco, Morrisons, and others, is also helping more school children enjoy a nutritious breakfast by providing £200 gift cards to schools participating in the Department for Education's free breakfast club programme.
