Sainsbury’s rolls out fibre labelling across more than 500 products

Sainsbury’s is to launch new ‘Full on Fibre’ labelling across more than 500 products to help customers boost their fibre intake.

Over 100 Full on Fibre products currently feature in Aldi Price Match or Nectar Prices, including oats, beans and broccoli.

The labelling 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.

It forms part of the grocer’s new health ambition to add thousands of tonnes of fibre and millions of additional portions of fruit and vegetables to the plates of families across the UK.

It also comes after the supermarket giant’s research found that three quarters of people say they understand fibre, but only half recognise fruit (52%) or pulses (58%) as sources.

“Healthy eating shouldn’t feel difficult or complex – but for many families, it does,” said Sainsbury’s CEO Simon Roberts. “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.”

Until 23 June, Sainsbury’s is launching summer deals on a range of fibre-rich food including blackberries, bakery lines and frozen fruit & veg.

As part of this, the supermarket will be offering half price on By Sainsbury’s cherries, which provide around 3% (1g) of daily fibre per portion, as well as 29% off fine beans, which provide almost 10% of your daily fibre with 2.7g per portion. More broadly, 75% of Sainsbury’s Aldi Price Match products are now healthier or better-for-you choices.

Alongside this, Sainsbury’s is providing £200 gift cards to schools in the Department for Education’s free breakfast club programme. So far, the grocery retailer has supported breakfast clubs in over 1,250 schools, helping make free breakfasts available to over 300,000 children across England as the rollout continues.