Sainsbury’s unveils new brand commitment

The change, which will see the supermarket giant retire its longstanding ‘Live Well for Less’ motto, will see the supermarket give customers advice based on the principles of the government’s Eatwell Guide.

Sainsbury’s is launching its new ‘Helping Everyone Eat Better’ commitment with an advertising campaign, voiced by Stephen Fry, which encourages customers to mix it up and try recipes that are made up of more fruit and vegetables over the summer, such as strawberries, kale, broccoli, peas, and beetroot. For each of these ingredients, Sainsbury’s is providing a recipe to help customers incorporate them into their diets.

In addition, as well as continuing to reformulate its own products to cut calories, sugar and salt and introduce more plant-based innovations, consumers will be given incentives to up their own intake of fruit and veg via challenges in the Nectar app.

Mark Given, chief marketing officer at Sainsbury’s, said: “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.”