Sainsbury’s has hinted at the launch of a new own-label high-fibre range.
The supermarket giant’s application to trademark the brand ‘Sainsbury’s Full On Fibre’ was accepted by the Intellectual Property Office on 27 November.
The application covers four classes including meat and fish, fruit and vegetables, dairy, coffee and tea, bread, confectionery, beers and non-alcoholic drinks.
Sainsbury’s declined to comment on the application.
It is not the only supermarket looking to increase sales of high-fibre food. In January, Lidl set a target to increase the tonnage of fibre it sells by 20% by 2026.
It said it was working with suppliers to enhance recipes by incorporating more plant-based, fibre-rich ingredients like lentils, beans and grains, while reducing fats and sugars. At the time, the discounter also unveiled plans to add new high-fibre products.
According to recent research by Ocado and Savanta, just over half (52%) of UK adults are actively trying to add more fibre to their diets, rising to 62% among Gen Z consumers.
Most UK adults recognise fibre’s health benefits, with 82% linking it to maintaining good gut health, 83% to aiding digestion and regularity, and 61% to weight management.
It’s not the first time Sainsbury’s has hinted at the launch of an own-brand range this year. In January, The Grocer revealed that the retailer’s health and beauty offer looked set for a glow-up after it registered a series of phrases – ‘The Edit Sainsbury’s’ and ‘Sainsbury’s The Edit’ – with the Intellectual Property Office.
In August, Sainsbury’s officially launched the own-label premium skincare range, The Edit, offering 17 products including an SPF 30 moisturiser, cleanser, serum, eye gel, toner mist, and sheet mask.
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