After announcing back in February that it was retiring its ‘Live Well for Less’ brand motto, Sainsbury’s has unveiled a series of commitments that tie in with its new strapline – ‘Helping Everyone Eat Better’.
The change will include the supermarket giving customers advice based on the principles of the government’s Eatwell Guide. The move comes as data commissioned by the government shows that only a quarter of people in the UK manage to eat five pieces of fruit or vegetables a day.
A summer advertising campaign voiced by Stephen Fry (see below) for the new brand commitment will encourage shoppers to try recipes that are made up of more fruit and vegetables.
Sainsbury’s will also continue to reformulate its own products to cut calories, sugar and salt, and introduce more plant-based lines. And it plans to give shoppers incentives to up their intake of fruit and vegetables via challenges in its Nectar app.
The new focus also reflects the retailer’s push to reduce the impact of food production on the environment. It claims that shifting the nation towards a diet containing more fruit, veg and starchy carbohydrates could deliver significant reductions in greenhouse gases.
Mark Given, Chief Marketing Officer, said: “At Sainsbury’s, we believe everyone should have access to healthy, tasty food that is better for them and the planet too. With our new brand commitment, we want to help our customers shake up their approach to food, by actively helping everyone make healthier choices.
“From providing recipe information and offering incentives for eating more fruit and veg, we have a lot in store and can’t wait to bring the nation on this journey with us.”
