Sainsbury is launching a huge healthy eating campaign labelled Eat your Way to Better Health.
As part of the campaign, the chain is bringing out a Free From range for shoppers with food allergies and food intolerances. More than 60 gluten, wheat and dairy-free products, endorsed by Allergy UK, will hit the shelves.
At the same time, a Way to Five range is being brought out Â 110 products containing lots of fruit and vegetables to help shoppers eat the recommended five portions a day.
As well as ready meals, cooking sauces and freshly prepared salads and vegetables, Way to Five also includes a wide range of yogurts, smoothies, and even breads.
Wherever possible, products contain at least one portion of fruit or vegetables per serving, with more than half the range providing two. They range in price from 45p to Â£2.99.
Sainsbury is also extending its Be Good To Yourself range of lower fat alternatives with 50 new lines, from Black Forest Trifle (Â£1.39) to frozen roast potatoes (Â£1.19). It is also looking at reducing some product sizes and calorie content to appeal more to those on a diet.
Company nutritionist Gill Fine said there were now more customers who wanted to lose weight. "We're looking to develop more products that are both less than 5% fat and lower in calories.
"There's a difference between calories and fat and you need a reduction in both to lose weight."
She said they also planned to look at the saturated fat content in some products.
l See feature, p40.