Sainsbury’s is launching an own-brand functional health range, featuring products designed to help customers make healthier choices.

The supermarket giant is rolling out four raw pressed juices in Collagen, Immunity, Daily Greens and Digest, as well as an immunity shot and collagen shots, sold both as an individual serve or a larger dosing-size.

The drinks, which are available now, feature watermelon juice in place of apple juice, as it is naturally low in sugar, and are also up to 45% lower in sugar than many other standard juices in the market, according to Sainsbury’s.

The juices are cold pressed and high pressure processed rather than pasteurised and heated, allowing them to retain more nutrients, and come as 77% of the retailer’s customers look to make their diets healthier.

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In response to a rise in demand for kefir with more customers actively managing their gut health, Sainsbury’s is also launching an own-brand yoghurt plain kefir drink from 22 January, as well as a strawberry kefir drink, a plain kefir yoghurt and a raspberry kefir yoghurt later this year.

In addition, the grocer is rolling out three new by Sainsbury’s protein fat free yoghurts in cherry and vanilla, mango and passionfruit, and strawberry flavours, which are naturally sweetened with real fruit and contain 15g of natural protein.

As well as the new functional health range, which will see further products added from April, Sainsbury’s is also introducing its ‘Healthy Choice’ icon from this month.

The easy-to-spot icon will eventually feature on over 1,300 existing products, including the new range, and looks to help customers quickly identify healthier options across various categories, highlighting nutritional benefits like products that are higher in fibre or protein, are a source of Omega 3 or calcium, or count as one of your five a day.

Sainsbury’s head of healthy and sustainable diets Nilani Sritharan said: “At Sainsbury’s, we’re committed to making everyday healthy essentials affordable and accessible for all our customers and initiatives like Aldi Price Match, Nectar Pricing and the introduction of our new Healthy Choice Icon are key to this mission.

“We know that customers’ health needs and preferences vary so we’re truly excited to be launching a range of functional juices, protein yogurts and kefir drinks to customers looking for high-protein snacks or simple ways to incorporate more fruits, vegetables and nutrients into their diet.”