Sainsbury’s launches new healthy eating brand commitment
Sainsbury’s has retired its longstanding ‘Live Well for Less’ motto and replaced it with ‘Help Everyone Eat Better’.
The change will include the supermarket giving customers advice based on the principles of the government’s Eatwell Guide, and comes as data from an independent review 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.
Voiced by Stephen Fry, the advertising campaign for the new brand commitment encourages shoppers to try recipes that are made up of more fruit and vegetables over the summer.
Sainsbury’s is continuing to reformulate its own products to cut calories, sugar and salt and introduce more plant-based innovations. It will now also be giving shoppers incentives to up their intake of fruit and vegetables, one plate at a time, via challenges in its Nectar app.
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.”
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