Help Everyone eat Better

Sainsbury’s new commitment to ‘Help Everyone Eat Better’ will see the retailer make healthy and sustainable diets accessible for everyone

  • After ten years, Sainsbury’s will be retiring its “Live Well for Less” motto, unveiling its new brand commitment; ‘Helping Everyone Eat Better
  • This comes as only a quarter of the UK population manage to eat five pieces of fruit or vegetables a day1, with many families relying on just six go-to recipes2
  • Sainsbury’s commitment is to make a healthy and delicious diet accessible to everyone, in line with the government’s Eatwell Guide
  • The supermarket will be continuing to reformulate its own products to cut calories, sugar and salt and introducing more plant-based innovations. Shoppers will also be given incentives to up their own intake of fruit and veg, one plate at a time, via challenges in the Nectar app
  • The new commitment is launching with an advertising campaign, featuring a rousing TV ad, voiced by Stephen Fry

Sainsbury’s has today unveiled its new brand commitment to ‘Help Everyone Eat Better’, as the supermarket retires its longstanding ‘Live Well for Less’ motto.

This change will see the supermarket give customers advice based on the principles of the government’s Eatwell Guide3, and comes as it is revealed that, currently, only a quarter of people in the UK manage to eat five pieces of fruit or vegetables a day1 , with many families relying on just six go-to recipes2.

Kicking off with an advertising campaign, voiced by Stephen Fry, Sainsbury’s is encouraging 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 delicious recipe to help customers incorporate them into their diets, including a broccoli frittata, a kale filo piestrawberry pancakespea pesto pasta, and a beetroot burger. These recipes lend a hand to deliver realistic changes that will help customers have a greater proportion of fruit, veg and starchy carbohydrates.

The new focus reflects Sainsbury’s belief that healthy and delicious food should be available to everyone and will see the retailer make it easier and more accessible for customers to incrementally improve their diets while helping to reduce their impact on the environment.

More than a quarter of the world’s greenhouse gas emissions come from food production4 and research shows that shifting the nation from the current UK average diet towards those more in line with the Eatwell Guide that’s made up of more fruit, veg and starchy carbohydrates, could deliver reductions in greenhouse gases of approximately 30%5.

As well as continuing to reformulate its own products to cut calories, sugar and salt and introduce more plant-based innovations, shoppers will also be given incentives to up their own intake of fruit and veg, one plate at a time, via challenges in the 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”.

The new commitment to help everyone eat better builds on the retailer’s rich 150-year history of democratising good food. From February until August 2021, Sainsbury’s is topping up Healthy Start Vouchers with a fruit and veg coupon to help families in need have access to nutritious food. In 2019 it collaborated with Disney to incentivise healthy choices for kids, and over the years the retailer has increased the number of healthier and plant-based choices on its shelves.

Sainsbury’s was recently named Principal Supermarket Partner for the United Nation’s international climate change conference, COP26, taking place in Glasgow in November.

The retailer was also the first supermarket to disclose its healthy and better for you sales, as well as vegetable sales, as part of its Peas Please Pledge, with 12% of sales coming from fruit and veg in 2019/2020.

Sainsbury’s is launching its new brand commitment ‘Helping Everyone Eat Better’ with an advertising campaign, featuring a rousing 60’ TVC voiced by Stephen Fry.

To learn more, visit

To view the 60 second television advertising campaign, head to


Sainsbury’s Helping Everyone Eat Better – Hero Products

Peas: Peas aren’t just packed full of protein; they also help nourish the soil as they grow.
Broccoli: Broccoli isn’t just a source of vitamin C; it also helps the health of the soil as it grows
Strawberries: Strawberries don’t just help keep your brain healthy, at this time of year they’re also grown in the UK. 7 strawberries provide 1 of your 5 a day and is a source of folic acid. Folate maintains normal psychological function. Strawberries are grown in Britain between late May and September. To learn more, visit
Beetroot: Beetroot helps maintain normal blood pressure, and it’s also used in crop rotations which can help keep soil healthy. Beetroot is a source of potassium which contributes to the maintenance of normal blood pressure.
Kale: Kale is not just great for helping to keep your bones healthy, it also helps keep the soil healthy. Kale is a source of calcium which is needed for maintenance of normal bones.
Broad Beans: Broad beans aren’t just packed full of fibre, but they also nourish the soil as they grow
Carrots: Carrots aren’t just great for helping keep your eyes healthy, they’re also one of the lowest carbon emitting vegetables.
Cauliflower: Cauliflower isn’t just great for helping to keeping bones healthy, it’s roots can also help the soil structure as it grows. Cauliflower is a source of vitamin K which is needed for the maintenance of normal bones.
Apples: A skin of an apple contains half of its fibre

About Sainsbury’s

Offering delicious, great quality food at competitive prices has been at the heart of what we do since John James and Mary Ann Sainsbury opened our first store in 1869. Today, inspiring and delighting our customers with tasty food remains our priority.

Our purpose is that driven by our passion for food, together we serve and help every customer.

Our focus on great value food and convenient shopping, whether in-store or online is supported by our brands – Argos, Habitat, Tu, Nectar and Sainsbury’s Bank. Sainsbury’s has over 600 supermarkets and over 800 convenience stores. Argos is a leading digital retailer and is the third most visited retail website in the UK, with over 90 per cent of its sales starting online. Argos is conveniently available for customers to collect from hundreds of Sainsbury’s stores. Digital and technology enables us to adapt as customers shop differently and our profitable, fast-growing online channels offer customers quick and convenient delivery and collection capability.

Our 189,000 colleagues are integral to our success, now and in the future.


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