Sainsbury's healthy eating

Sainsbury’s has unveiled a major new brand commitment to ‘Help Everyone Eat Better’, as the supermarket retires its longstanding ‘Live Well for Less’ motto.

This change sees Sainsbury's give customers advice based on the principles of the government’s Eatwell Guide, and comes as it is revealed that currently only a quarter of people in the UK manage to eat five pieces of fruit or vegetables a day, with many families relying on just six go-to recipes.

Kicking off with an advertising campaign voiced by Stephen Fry, Sainsbury’s is encouraging customers to mix it up and try recipes that are made up of more fruit and vegetables over the summer, such as strawberries, kale, broccoli, peas, and beetroot.

For each of these ingredients, the retailer said it will be providing a recipe to help customers incorporate them into their diets, such as a broccoli frittata, a kale filo pie, strawberry pancakes, pea pesto pasta, and a beetroot burger. The recipes are designed to help deliver realistic changes that focus diets on a greater proportion of fruit, veg and starchy carbohydrates.

Sainsbury's said the new focus reflects its belief that healthy and delicious food should be available to everyone and will make it easier and more accessible for customers to incrementally improve their diets while helping to reduce their impact on the environment.

More than a quarter of the world’s greenhouse gas emissions come from food production, and Sainsbury's pointed to research showing that shifting the nation from the current UK average diet towards those more in line with the Eatwell Guide that's made up of more fruit, veg and starchy carbohydrates, could deliver reductions in greenhouse gases of approximately 30 per cent.

As well as continuing to reformulate its own products to cut calories, sugar and salt and introduce more plant-based innovations, shoppers will also be given incentives to up their own intake of fruit and veg, one plate at a time, via challenges in the Nectar app.

Mark Given, chief marketing officer at Sainsbury’s, explained: 'At Sainsbury’s, we believe everyone should have access to healthy, tasty food that is better for them and the planet too. With our new brand commitment, we want to help our customers shake up their approach to food, by actively helping everyone make healthier choices. From providing recipe information and offering incentives for eating more fruit and veg, we have a lot in store and can’t wait to bring the nation on this journey with us'.

The new brand commitment launches with Fry voicing a 60-second TV ad.