Sainsbury's has announced a major initiative to increase fibre consumption among Britons by introducing new 'Full on Fibre' labelling across more than 500 products. This move comes in response to findings from the National Diet and Nutrition Survey, which revealed that only 4% of the UK population consumes sufficient fibre, and just 52% of shoppers recognise fruit as a source of fibre.
The average British adult consumes approximately 19g of fibre daily, significantly below the UK Government's recommended intake of 30g. Sainsbury's aims to address this gap by adding thousands of tonnes of fibre and millions more portions of fruit and vegetables to UK diets by 2030.
New Labelling and Summer Deals
The supermarket is rolling out 'Full on Fibre' labels on over 500 products, including staples like oats, beans, and broccoli. Over 100 of these products are already part of the Aldi Price Match or Nectar Price schemes. New summer launches, such as Mediterranean Style Veg Burgers and Spiced Mixed Nuts & Seeds with Apple Granola, will also feature the labelling.
Sainsbury's is offering summer deals on fibre-rich foods until June 23. Shoppers can enjoy half-price cherries (providing 1g of fibre per portion), 29% off fine beans (2.7g per portion), and 25% off oranges (1g per portion) with Nectar Price.
Simplifying Healthy Eating
A Sainsbury's spokesperson commented: '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.' Research by the retailer indicates that while 75% of people believe they understand fibre, only half can identify fruit or pulses as sources.
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.'
Industry Support
Anna Taylor, Executive Director of The Food Foundation, praised the initiative: '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.'
Sainsbury's commitment includes long-term pledges to make healthy eating more accessible and affordable, with initiatives designed to help families incorporate fibrous, fresh food into every meal.
