Sainsbury’s focuses on fibre with new range and initiatives
Sainsbury’s is working to help UK consumers add fibre to their diets with a range of new products and deals, some 500 Full on Fibre labels have been introduced.
Over 100 Full on Fibre products currently feature in Aldi Price Match or Nectar Price, such as on oats, beans and broccoli. It will also feature on new products launching this summer such as by Sainsbury’s Mediterranean Style Veg Burgers and Spiced Mixed Nuts & Seeds with Apple Granola.
This latest initiative comes as research shows three‑quarters of people say they understand fibre, yet barely half recognise 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.
“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.”
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To help make sure every child has a healthy start to the day, Sainsbury’s is also helping more school children to enjoy a nutritious breakfast, providing £200 gift cards to schools in the Department for Education’s free breakfast club programme.
So far, Sainsbury’s has supported breakfast clubs over 1,250 schools, helping make free breakfasts available to over 300,000 children across England as the rollout continues. Ten million free breakfasts have been served to children across England through the programme.
Anna Taylor executive director of The Food Foundation welcomed the move. She 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.”
