Sainsbury’s commits to helping the Nation make healthier choices

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”
  • 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 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 Guide[1].

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 pie, strawberry pancakes, pea-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.[2]

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%[2].

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 their 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

[1] The Eatwell Guide:

[2] Research shows eating in line with UK dietary guidelines will be better for the planet than the current average UK diet.

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