Sainsbury's has announced a new initiative across more than 1,400 stores, introducing a 'Full on Fibre' labelling system on over 500 products. The move aims to help families navigate the complexity of choosing healthy food by making it easier to identify high-fibre options.
Boosting Fibre Intake by 2030
The supermarket chain plans to add thousands of tonnes of fibre and millions more portions of fruit and vegetables to UK diets by 2030. The new labelling will appear on-pack, at shelf-edge, and on online grocery platforms. This initiative comes after a poll of 2,000 adults revealed that nearly half were unaware of the recommended daily fibre intake of 30g and did not know where to obtain it.
Promotional Offers and Support
Until June 23, Sainsbury's is offering half price on its cherries, which provide around 3% (1g) of daily fibre per portion. Additional savings include 29% off fine beans (almost 10% of daily fibre with 2.7g per portion) and 25% off oranges (almost 3% of daily fibre with 1g per portion) via Nectar Price. The chain is also working to support those on lower incomes, including the Government's Healthy Start Scheme, with a £3 top-up for those most in need.
Industry Reactions
Simon Roberts, Chief Executive of Sainsbury's, said: '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.' Anna Taylor, Executive Director of The Food Foundation, added: '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.'
