Sainsburys makes fundamental change that will affect supermarket for years to come

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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.  

The supermarket has released several recipes including a broccoli frittata, kale-filo pie, strawberry pancakes, pea-pesto pasta and a beetroot burger. The recipes aim to deliver healthy alternatives that still taste delicious.

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The new campaign reflects Sainsbury’s belief that healthy and delicious food should be available to everyone while helping to reduce the impact on the environment.

The decision comes as research from the National Food Strategy found only a quarter of Brits eat five pieces of fruit or veg a day and more than a quarter of the world’s greenhouse gas emissions come from food production.

Research from the National Food Strategy shows that shifting the UK’s average diet towards one more in line with the Eatwell Guide could reduce greenhouse gases by 30 percent.

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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.

“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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