Sainsbury’s is launching new Full on Fibre labelling across more than 500 products
- Sainsbury’s strengthens its health commitment with a new ambition to add thousands of tonnes of fibre and millions more portions of fruit and veg to UK diets by 2030
- Comes as only 4% of the UK* get enough fibre and only half (52%)** of people recognise fruit as a source of it
- Range of moves will support ambition with more to come as business goes further on health
- New Full on Fibre labelling across more than 500 products
- Great summer deals on fibre rich foods like oranges and blackberries
- Working to roll-out a Healthy Start scheme top-up, via a £3 voucher for fruit and veg
- Supporting a nutritious, free breakfast provision for over a quarter of a million children as part of Sainsbury’s partnership with the Department for Education free breakfast clubs
- Continued focus on making healthy everyday products affordable, with 75% Aldi Price Match products healthier of better for you on average
Sainsbury’s today announces a major step-up in its long-standing commitment to help families eat well, unveiling a strengthened health ambition designed to make healthy eating more accessible and affordable for millions of people across the UK.
The retailer has announced a new ambition to add thousands of tonnes of fibre and millions of extra portions of fruit and veg to the plates of families across the UK. It will aim to deliver through a range of new moves that will help families cut through the complexity and put fibrous, fresh food front and centre of every meal.
Healthy eating risks becoming too complicated and too exclusive
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. Sainsbury’s research shows: three-quarters of people say they understand fibre, yet barely half recognise fruit (52%) or pulses (58%) as sources. Healthy eating has become confusing when it should be clear, accessible and part of everyday life.
A return to basics: fibre, fruit and veg
In response, the retailer is launching brand new Full on Fibre labelling across more than 500 products to help customers boost their fibre intake without the fuss. Over 100 Full on Fibre products currently feature in Aldi Price Match or Nectar Price, such as on everyday fibre heroes such as oats, beans and broccoli. It will also feature on exciting new products launching this summer such as by Sainsbury’s Mediterranean Style Veg Burgers and Spiced Mixed Nuts & Seeds with Apple Granola.
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.”
Making healthy food more accessible and affordable:
Sainsbury’s is also making fibre-rich food easier to enjoy, with great summer deals on cherries, blackberries, bakery lines and frozen fruit and veg. Until 23rd June, Sainsbury’s will be offering half price on by Sainsbury’s cherries – which provide around 3% (1g) of daily fibre per portion, whilst also offering savings such as 29% off fine beans (almost 10% of your daily fibre with 2.7g per portion) and 25% off oranges (almost 3% of your daily fibre with 1g per portion) with Nectar Price***. More broadly, Sainsbury’s is keeping healthy favourites great value, with 75% of its Aldi Price Match products being healthier or better-for-you choices.
To help make sure every child has a healthy start to the day, Sainsbury’s is also helping more school children to enjoy a nutritious breakfast, providing £200 gift cards to schools in the Department for Education’s free breakfast club programme. So far, Sainsbury’s has supported breakfast clubs over 1,250 schools, helping make free breakfasts available to over 300,000 children across England as the rollout continues. Ten million free breakfasts have been served to children across England through the programme.
Supporting families who need it most
For those on lower incomes, good food can often be even further out of reach. Sainsbury’s is working to provide solutions that will support those on lower incomes, including the Government’s Healthy Start Scheme, with a £3 top-up for those most in need.
A long heritage of leadership and a commitment to go further
Today’s news builds on a long heritage of supporting customers to eat well at Sainsbury’s, which includes pioneering traffic light calorie labelling in 2005, advocating for mandatory reporting across both retail and out of home and achieving healthy sales above the industry average for several years. By building on these leading moves in its new strategy, Sainsbury’s aims to go further to tackle the biggest challenges to make sure good food is for everyone across the UK.
*National Diet and Nutrition Survey 2019 to 2023: report (published June 2025)
**Research conducted by D+M, 2026
***80g portion sizes
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