Sainsbury’s to introduce major food rule change this month

Sainsbury’s has launched a new Full on Fibre labelling scheme across more than 500 products as part of a wider effort to add thousands of tonnes of fibre and millions more portions of fruit and vegetables to UK diets by 2030.

The move comes amid growing concerns that only four per cent of UK adults consume enough fibre, according to the National Diet and Nutrition Survey.

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

“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.”

The average UK adult consumes just 19g of fibre per day, well below the Government’s daily recommended target of 30g.

Sainsbury’s is supporting its fibre push with summer deals on high-fibre foods like oranges, blackberries, and cherries.

A Sainsbury’s spokesperson said: “The national conversation about healthy eating risks becoming tangled in trends and jargon.

“From protein hacks to fibre fads, the noise is leaving many people feeling shut out.”

Despite most people claiming to understand what fibre is, Sainsbury’s research found that just 52 per cent of shoppers identify fruit as a source of fibre, while only 58 per cent recognise pulses as fibre-rich foods.

The supermarket’s new labelling includes high-fibre products on its Aldi Price Match or Nectar Price schemes, such as oats, beans, and broccoli.

It will also appear on new items launching this summer, including by Sainsbury’s Mediterranean Style Veg Burgers and Spiced Mixed Nuts & Seeds with Apple Granola.

Anna Taylor, executive director of The Food Foundation, welcomed Sainsbury’s move.

She said: “Setting ambitions to grow sales of fruit, veg, beans and a focus on seasonal British produce is a key step we’d like all supermarkets to make.

“The focus on fibre is great to see and in line with Sainsbury’s pledge to increase bean sales as part of our Bang In Some Beans Campaign.”

The retailer is currently offering half-price cherries, which provide around three per cent of daily fibre per serving, alongside discounts on fine beans and oranges.

These and other high-fibre items will be promoted until 23rd June, as part of the campaign.

Sainsbury’s Full on Fibre initiative is part of its broader plan to make healthy eating more accessible and affordable for millions of people across the UK.

Which is your favourite supermarket? Let us know in the comments