Live well for less

Live well for less is our commitment to help make customers’ lives better and easier, every day. We now have more products and services than ever before and our ambition remains as strong as ever.

Living well starts with eating well. So, we’ve made healthier baskets a top priority. By improving the nutritional quality of our own-brand ranges and launching pre-prepared vegetable products, like courgetti, boodles and butternut squaffles, we’re making it easier for customers to eat that little bit healthier every day.

'We're committed to selling quality products at fair prices'. Fair to our customers and fair to our suppliers. We’re always looking for new ways to save customers time, money and effort too - like being there for them whenever and wherever they want us to be, as well as offering customers choice. In some of our larger stores and online we've not only added more products and more ranges, but we’ve made food, clothing, general merchandise and financial services all available in one place.

“As our customers’ lives change, so will our business.”

Mike Coupe
Group Chief Executive

We know our customers better than anyone else so we know what they care about now and anticipate what they’ll want in the future. For example we’ve responded to the increase in gluten-intolerant customers, by trialling our own range of baked-in-store gluten-free bread in some stores. And we’re helping customers cut food waste at home through our Waste less, Save more initiative.

Sainsbury’s Sustainability Plan image

Our values are fundamental to how we do business and keep us on track with doing the right thing for our customers, colleagues, suppliers, shareholders and the wider society. We’ve made, and are delivering on, a set of promises outlined in our wide-ranging Sustainability Plan.

One of these promises is sourcing with integrity. Our customers care about where the products they buy come from and they put their trust in us to do the right thing on their behalf. We work closely with farmers, growers and suppliers in the UK and around the world to build resilient, sustainable and fairly-traded supply chains that will help more people live better today, tomorrow and in the future.

You can live well for less than you thought based on price perception data.