Sainsbury's share Helping Everyone Eat Better advert

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Sainsbury’s new commitment will see the retailer make healthy and sustainable diets accessible for everyone. The supermarket giant will do this by rewarding Nectar card holders when they buy fruit and vegetables as well as reformulating products to cut calories, sugar and salt. 

After 10 years, the supermarket decided to ditch its “Live Well for Less” motto, and launched its brand new commitment “Helping Everyone Eat Better”.

The move comes as only a quarter of the population manage to eat five pieces of fruit or vegetables each day.

The retailer will be introducing more plant-based innovations as well as working towards cutting the salt, sugar and calories in its food products.

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 brand new 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 news has been well received so far by customers.

Taking to Twitter to share their thoughts on the move, customers explained how happy they were to see steps being taken to encourage healthy eating.

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One shopper said: “Great to see Sainsbury’s commitment to ‘Help Everyone Eat Better’ and support our health and the planet. Delicious food can also be healthy, sustainable and affordable for all.”

Another wrote: “After 10 years, the grocer is dropping its ‘Live Well For Less’ motto and replacing it, seems like good news to me!”

“My family and I are overjoyed with Sainsbury’s new commitment. It will be interesting to see how they will encourage people to eat better, it’s definitely needed though,” a third explained.

One other shopper tweeted: “Love this, as a veggie I am always trying to encourage better eating, every little step helps.”

The supermarket is also topping up Healthy Start Vouchers with a fruit and veg coupon to help families in need have access to nutritious food. 

Between June 1 and June 28, shoppers will be able to get the bonus Nectar points when buying fruit and vegetables. 

The in-app tracker will also set milestones that enable users to earn points throughout the month as they head towards their total, with each participant having the potential to earn more than 750 points.

The bonus nectar points can be spent at a variety of Sainsbury’s partners including Argos and Habitat as well as the supermarket itself.

The challenge is available exclusively on the Digital Nectar app, allowing customers to monitor their progress through personalised updates in the app’s dashboard. 

Those taking part will also receive recipe ideas, food and waste storage tips as well as sustainability and recycling information.

Sainsbury’s has also opened its doors to more Neighbourhood Hub stores, bringing the total to seven supermarkets. 

The retailer has said the vision for the new stores are to be the best “in neighbourhood” and to offer a wide variety of products for customers. 

The new format also caters the shift seen throughout the pandemic across customer behaviour towards longer shopping trips. 

Upgrades to existing stores include those in Melbourne, Billingshurst, Whitstable High Street and Penwortham.

New stores have also launched in areas including Woodhall Spa, Midhurst and Bishop’s Waltham.

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