Sainsbury’s CEO Simon Roberts has welcomed the government’s 10-year obesity strategy, saying it represented a “moment in time” for the food and drink industry to unite to reform the nation’s health.
The first major grocery boss to address the press since the government unveiled outlined proposals at the weekend, Roberts said the introduction of mandatory reporting on healthy food sales, as well as the setting of healthy sales targets, was an opportunity to “raise the bar” on the choice provided to customers.
However, he insisted it was vital the proposals applied to the entire sector including aggregator apps, takeaway chains and fast food restaurants if the plan was to deliver the “better health outcomes” promised. It follows concerns from some industry figures that the changes would initially only apply to supermarkets and manufacturers. Roberts said he was “pleased” to see the phrase “all large food companies” outlined in policy.
Health secretary Wes Streeting and Defra secretary Steve Reed will unveil full details of the proposals on 3 July, as part of a new 10-year plan for the NHS aimed at reducing obesity by reforming the UK’s food system. It includes the introduction of mandatory reporting on healthy food sales, as well as potential fines for businesses related to health food targets. Grocers will also be expected to ’nudge’ their consumers into choosing healthier baskets, through reformulation or by changing store layouts.
Sainsbury’s has previously called for mandatory health sales reporting
The measures were “very consistent” with what Sainsbury’s had long championed, said Roberts, who along with other supermarket chiefs and FDF boss Karen Betts has publicly supported mandatory health sales reporting. Sainsbury’s already publishes healthy food sales as part of its annual results.
“It sets an important principle that once we’re reporting at industry level, we’re also going to target industry level and that’s going to drive action on reformulation,” Roberts said.
“It’s going to drive action in terms of how we think about reaching customers with healthy choices, which is going to cause us to think about how we make sure those choices are available in our stores.”
Sainsbury’s Nectar loyalty programme could be a crucial lever it could pull to nudge shoppers into more healthy choices, Roberts suggested, for example through its annual fruit and veg challenge in the app.
Currently, around 75% of the 800-odd products in its Aldi Price Match are classed as healthy or better for you. Overall, 81.5% of its total sales tonnage stemmed from healthy and better for you products last year, rising to 88% as a proportion of its own brand.
“There’s no doubt that we need to find ways of helping customers access more healthy food types,” said Roberts. “Fruit and veg would be a good example of that. This work will unlock a lot of possibilities.
“It’s not going to be easy. There are some complex issues to work through to make sure that we get the right outcomes.”
Roberts, who is the sole supermarket representative to sit on government’s Food Strategy Board, said he “looked forward” to consulting with government about the plans over the coming weeks.
Sainsbury’s highest market share for nine years
His comments came alongside Sainsbury’s first quarter results. The supermarket posted its highest market share gains for nine years, in the 16 weeks to 21 June. Grocery sales were up 5% thanks to a boon from early summer heatwaves.
While he was sympathetic to M&S and Co-op, Sainsbury’s had experienced a “little bit of benefit” from recent cyberattacks suffered by both, Roberts said. This was particularly for lunchtime food to go but “in the main was around the edges”.
“Everybody has benefited a little bit as a result. But it’s really good to see that M&S and Co-op are back to full strength,” said Roberts.
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