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Sainsbury’s is changing direction by ditching its Live Well for Less motto after 10 years, replacing it with a new commitment. Helping Everyone Eat Better will be the supermarket’s new focus, with Sainsbury’s giving customers healthy eating advice based on the government’s Eatwell Guide that is made up of more fruit, veg and starchy carbohydrates.
The supermarket is embarking on a mission to reformulate its own products to cut calories, sugar and salt and introduce more plant-based innovations. And shoppers will be given incentives to up their intake of fruit and veg via challenges in the Nectar app.
An advertising campaign was launched yesterday, voiced by Stephen Fry, encouraging shoppers to mix up their diet and try recipes that are made up of more fruit and vegetables.
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.
”From February until August 2021, Sainsbury’s is also topping up Healthy Start Vouchers with a fruit and veg coupon to help families in need have access to nutritious food.
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