Sainsbury's is set to transform its food labelling from June, aiming to make healthy eating simpler for UK shoppers. The supermarket giant will introduce new Full on Fibre labels on more than 500 products to help customers increase their fibre intake, as research shows only 4% of Brits consume enough fibre.
New Labelling to Combat Confusion
The initiative comes after a National Diet and Nutrition Survey revealed that just 4% of the UK population gets sufficient fibre, with the average adult consuming only 19g per day—far below the government's recommended 30g. Furthermore, only 52% of shoppers recognise fruit as a source of fibre, and just 58% identify pulses.
A Sainsbury's spokesperson commented: "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."
Over 100 Products Already on Offer
More than 100 Full on Fibre products currently feature in Aldi Price Match or Nectar Price schemes, including everyday staples like oats, beans, and broccoli. New summer launches, such as Sainsbury's Mediterranean Style Veg Burgers and Spiced Mixed Nuts & Seeds with Apple Granola, will also carry the label.
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."
Summer Deals to Boost Fibre Intake
To support its long-term pledge, Sainsbury's is offering summer deals on fibre-rich foods. Until 23rd June, customers can enjoy half-price on Sainsbury's cherries (providing 1g of fibre per portion), 29% off fine beans (2.7g per portion, nearly 10% of daily fibre), and 25% off oranges (1g per portion) with Nectar Price.
Anna Taylor, Executive Director of The Food Foundation, praised the move: "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."
Sainsbury's aims to add thousands of tonnes of fibre and millions more portions of fruit and vegetables to UK diets by 2030, making healthy eating more accessible and affordable for families across the country.
