Sainsbury's confirms new food rule – starts in June
Sainsbury's is changing how food is marked from June which sounds small but it can make you realise how easily the basics of healthy eating are easily missed.
A top UK supermarket has announced radical plans to get Brits eating more fibre. It comes as research from the National Diet and Nutrition Survey reveals only 4% of the UK get enough fibre and only half (52%) of shoppers recognise fruit as a source of it.
The average British adult consumes only about 19g of fibre per day. This falls drastically short of the UK Government’s daily recommended target of 30g.
Now Sainsbury's is launching a new Full on Fibre labelling across more than 500 products to strengthen 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.
To support its aim it is also offering great summer deals on fibre rich foods like oranges and blackberries and cherries and will aim to deliver its long-term pledge 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.
Sainsbury’s today announced the major step‑up in its long‑standing commitment to help families eat well, designed to make healthy eating more accessible and affordable for millions of people across the UK.
A spokesperson said: "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, they said.
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, added: “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.”
Sainsbury’s is also making fibre-rich food easier to enjoy, with great summer deals on cherries, blackberries, bakery lines and frozen fruit and veg.
Until 23rd June, Sainsbury’s will be offering half price on by Sainsbury’s cherries - which provide around 3% (1g) of daily fibre per portion, whilst also offering savings such as 29% off fine beans (almost 10% of your daily fibre with 2.7g per portion) and 25% off oranges (almost 3% of your daily fibre with 1g per portion) with Nectar Price.
