Sainsbury’s unveils new healthy eating brand commitment

Sainsbury’s has announced that it will retire its ‘Live Well for Less’ motto, and adopt a new brand commitment og “helping everyone eat better’. 

This change will see the supermarket give customers advice based on the principles of the government’s Eatwell Guide – a policy tool used to define government recommendations on eating healthily and achieving a balanced diet.

The rebrand will start with an advertising campaign, voiced by Stephen Fry. Sainsbury’s said it is encouraging customers to try recipes that are made up of more fruit and vegetables over the summer- with the store providing recipe ideas to help. 

In addition, the group said that the new focus reflects Sainsbury’s belief that “healthy and delicious food should be available to everyone” and will see the retailer make it easier and more accessible for customers to incrementally improve their diets while helping to reduce their impact on the environment.

It comes as research by the group found that only a quarter of people in the UK manage to eat five pieces of fruit or vegetables a day – with many families relying on just six go-to recipes. 

Mark Given, chief marketing officer at Sainsbury’s, 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.”