Better for you

We regularly run initiatives that help to make healthy food affordable for everyone:
1. At least 75% of products are matched to Aldi are healthier options. Our 2023 campaign aimed to improve diversity and balance of our offer relative to the Eatwell Guide, including wholewheat pasta, brown rice and tinned salmon.

2. At Christmas and Easter we’ve been offering seasonal veg for just 15-19p.

3. We’ve introduced multibuys on ‘healthy’ products such as running 3 for 2 promotions on frozen fruit and vegetables.

4. We aim to optimise ‘Your Nectar Prices’ and ‘Sainsbury’s offers’ for healthier foods we think customers will like best.

We've also run trials with IGD to evaluate the impact of discounting a range of less commonly purchased fruit and vegetables to just 60p, providing our customers with the value and encouragement to try something new3.

3 IGD 2021, Healthy, sustainable diets: Driving change. Available from: https://www.igd.com/Social-Impact/Health/Reports/Healthy-sustainable-diets-Driving-change/35613

1. We've been running our annual Great Fruit & Veg Challenge since 2018, rewarding customers with Nectar points for buying more fruit and veg portions⁴.

2. We offered Disney collectible cards when spending over £10 on certain healthy snack products, including fruit and lower sugar baked beans. increasing the sales of these by 387% and 72% respectively⁵.

^{_{4 Stewart, E., Jenneson, V., Tempest, B., Walker, T. & Evans, C. 2022, "The impact of a supermarket-based intervention using personalised loyalty card incentives to increase weekly purchasing of fruits and vegetables", Proceedings of the Nutrition Society, vol. 81, no. OCE5, pp. E183. Available from: https://doi.org/10.1017/S0029665122002166}}

^{_{5 Consumer Goods Forum Can supermarkets help turn the tide on obesity? Available from: https://www.theconsumergoodsforum.com/wp-content/uploads/202010-chl-uk-can-supermarkets-help-turn-the-tide-on-obesity.pdf}}

1. We trialled increasing availability of lower calorie biscuits & moving healthier cereals to be at eye level but we didn't see any significant differences in what customers bought⁵.

2. We’ve offered healthier alternatives as recommendations when shopping online which resulted in an increase in healthier products added to baskets.

3. We trialled renaming our café main meals to encourage plant-based choices and learnt that focusing names on provenance and flavour plus the look and feel of meals encouraged more diners to go plant-based⁶.

4. We trialled a new fixture to encourage ‘Better for You’ crisp choices as part of the lunchtime meal deal⁷.

5. We are one of four retailers working with IGD and the University of Leeds to evaluate the impact of the Government regulations to restrict the placement of selected HFSS products.

^{_{5 Consumer Goods Forum Can supermarkets help turn the tide on obesity? Available from https://www.theconsumergoodsforum.com/wp-content/uploads/202010-chl-uk-can-supermarkets-help-turn-the-tide-on-obesity.pdf.}}

_{^{6 Wise, J. & Vennard, D. 2019, "It’s All in a Name: How to Boost the Sales of Plant-Based Menu Items". Available from https://www.wri.org/insights/its-all-name-how-boost-sales-plant-based-menu-items}}

^{_{7 IGD Healthy sustainable diets: driving change Aug 2024 (igd.com)
Diet and Health Inequalities (DIO Food) | The Rowett Institute | The University of Aberdeen (abdn.ac.uk))}}

Our ongoing development programme ensures we continue to improve the nutrient profile of our products while making sure we never compromise on quality or taste for our customers. We fully support Public Health England’s targets to reduce calories, sugar and salt and since 2015, we have achieved over 20% sugar tonnage reduction, from categories contributing most to children’s sugar intake. 84% of our own brand products meet the 2024 maximum PHE salt targets and 93% of our own brand products meet the PHE maximum calorie per portion target.

We have reformulated several of our own brand ranges to become non-HFSS.

In 2022 we launched our Flourish range, developed as a positive approach to health, created alongside chefs and nutritionists. The range is all about delicious food with healthy ingredients that support a balanced diet.

1. We’ve used banners online to promote healthier versions of products and created recipe bundles containing healthier alternatives such as wholewheat pasta or lower fat mince⁸.

2. We’ve used advertising campaigns to encourage plant-rich choices such as during our 2021 ‘Try Your Halfest’ campaign. Encouraging customers to add pulses to meat-based dishes to make them go further, add an extra portion of veg and reduce their meat consumption as you can see in the images below⁹.

^{_{8 Bunten, A, Shute, B, Golding, S, Charlton, C, Porter, L, Willis, Z, Gold, N, Saei, A, Tempest, B, Sritharan, N, Arambepola, R, Yau, A. & Chadborn, T. 2022, "Encouraging healthier grocery purchases online: A randomised controlled trial and lessons learned", Nutrition Bulletin, vol. 47. Available from: 10.1111/nbu.12552}}

^{_{9 Watch our ‘Try your Halfest’ ad campaign here, https://wklondon.com/2021/10/eat-better-with-sainsburys/}}