Healthy eating has never been so complicated, with social media creators and experts delivering a never-ending barrage of conflicting advice about everything from functional wellness and high-protein diets to gut health and fibremaxxing. But according to Sainsbury’s, it doesn’t need to be this way.
The supermarket is challenging the idea that healthy eating needs to be complicated with a new campaign designed to cut through the noise of social media wellness trends and showcase how easy it can be for the everyday shopper to ensure they are eating a varied and fibre-rich diet.
Fibremaxxing has been something of a buzzword in grocery over the past few months. The term, which means deliberately maximising your daily dietary fibre intake, has fuelled a social media storm since it emerged in mid-2025. The hashtag #fibre has now racked up almost one million posts on Instagram, and there are thousands of TikTok posts showcasing all manner of high-fibre recipes.
But while fibremaxxing may be a well-known term, what it actually involves is not always clear. And much of this confusion stems from the misconception that eating healthily requires buying specialist, expensive wellness products.
That is simply not the case, and Sainsbury’s is on a mission to make sure everyone knows it.
A fibre-first bean bandwagon
The supermarket giant is rolling out ‘Full on Fibre’ labelling across more than 500 products.
It’s a relatively simple packaging change, which could very easily go under the radar, but it’s also a significant move that has the potential to make a huge difference. The campaign will highlight which of Sainsbury’s own-label products are high in fibre, making it easier for consumers to find them on shelf.
Butter beans get a particular shout out in the social media post, as Sainsbury’s jumps firmly on to the bean bandwagon that has been ably steered into the limelight by Bold Bean Co founder Amelia Christie-Miller, who won the Grocer Gold Award for Entrepreneur of the Year in 2025 and has been championing fibre and the nutritional benefits of legumes for years.
Sainsbury’s campaign is also highlighting a range of other products that are good sources of fibre, from raspberries and bananas to popcorn and broccoli. These less obvious sources are given equal billing: the supermarket says more than 30% of consumers are unaware of the fibre-rich benefits of these everyday staples.
In fact, 40% of Brits say advice around fibre is confusing and 62% don’t know how much they should be aiming for each day. A whopping 96% of adults in the UK aren’t hitting the suggested 30g daily fibre intake, according to ONS figures [June 2025].
But that doesn’t mean consumers don’t care. Two-thirds of Brits say increasing their fibre intake is a priority over the next six months, and Sainsbury’s is now paving the way for this to be a reality, as its campaign not only looks to increase visibility, but also improve education about fibre-rich foods.
But this alone isn’t enough – and Sainsbury’s knows that.
Without affordability, consumers will be less likely to opt for healthier options, even if they are aware of them. As a result, over 100 Full on Fibre products currently feature in Aldi Price Match or Nectar Prices and more broadly, 75% of Sainsbury’s Aldi Price Match products are now healthier or better-for-you choices.
And Sainsbury’s isn’t stopping there. According to CEO Simon Roberts, this is just the start of its mission to take the confusion out of eating well. In fact, the supermarket plans to add thousands of tonnes of fibre and millions more portions of fruit & veg to UK diets by 2030.
By taking fibremaxxing to the masses, this is one simple packaging change with the potential to make a real difference.
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