>>Be good to yourself range tops £180m…budgens sees a bright future for its Healthy Selection range
Senior brand manager, BE GOOD TO YOURSELF, Sainsbury
There is a growing demand for products that are both convenient and healthy. However, consumers face increasing pressure - in terms of time and on eating healthily - so being able to identify and purchase products that fulfill these needs is of prime importance to them. Sainsbury was the first supermarket to put the 5-a-day logo on its produce and was the first to launch an own label better-for-you range. Sales of the Be Good To Yourself range have grown to more than £180m and are bought by more than 30% of customers during each four-week period.
One of the strongest performers is our range of ready meals. Sainsbury has worked hard to deliver products that are healthier than their standard equivalents and all Be Good To Yourself ready meals contain less than 3% fat and have under 450 calories.
Technical development controller, Budgens
Consumers have really started to understand and buy into the better-for-you category, particularly over the past six to nine months. I believe this trend will continue during 2005, as the importance of eating healthier becomes more high profile.
Our Healthy Selection products perform well in this area. Although the range is currently not extensive, it is certainly in growth which we believe will continue and as we develop more products, such as our ready meals. We believe it is wrong to label intrinsically unhealthy food items, such as cakes and crisps, ‘better-for-you’ as these products are likely to be high in either salt or sugar. We believe the recommendations of the White Paper on public health will help greatly in this area, as long as there is clear guidance for us to work to and everybody complies.
Amy Cashmore
Jonathon Bayne
Senior brand manager, BE GOOD TO YOURSELF, Sainsbury
There is a growing demand for products that are both convenient and healthy. However, consumers face increasing pressure - in terms of time and on eating healthily - so being able to identify and purchase products that fulfill these needs is of prime importance to them. Sainsbury was the first supermarket to put the 5-a-day logo on its produce and was the first to launch an own label better-for-you range. Sales of the Be Good To Yourself range have grown to more than £180m and are bought by more than 30% of customers during each four-week period.
One of the strongest performers is our range of ready meals. Sainsbury has worked hard to deliver products that are healthier than their standard equivalents and all Be Good To Yourself ready meals contain less than 3% fat and have under 450 calories.
Technical development controller, Budgens
Consumers have really started to understand and buy into the better-for-you category, particularly over the past six to nine months. I believe this trend will continue during 2005, as the importance of eating healthier becomes more high profile.
Our Healthy Selection products perform well in this area. Although the range is currently not extensive, it is certainly in growth which we believe will continue and as we develop more products, such as our ready meals. We believe it is wrong to label intrinsically unhealthy food items, such as cakes and crisps, ‘better-for-you’ as these products are likely to be high in either salt or sugar. We believe the recommendations of the White Paper on public health will help greatly in this area, as long as there is clear guidance for us to work to and everybody complies.
Amy Cashmore
Jonathon Bayne
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