Sainsbury’s Full on Fibre labelling to boost UK intake

Sainsbury’s has unveiled a major fibre‑focused initiative across more than 500 products, positioning fibre, fruit and vegetables at the heart of its health strategy as the retailer seeks to make healthy eating simpler and more affordable for UK households.

The move comes as only 4% of the UK population meets recommended fibre intake, and research shows widespread confusion about what foods actually contain fibre. Despite three‑quarters of people saying they understand the nutrient, only 52% recognise fruit and 58% pulses as sources.

Labelling aims to cut through confusion

To address this gap, Sainsbury’s is rolling out new Full on Fibre labelling across more than 500 products, spanning everyday staples such as oats, beans and broccoli, as well as new seasonal launches including Mediterranean Style Veg Burgers and Spiced Mixed Nuts & Seeds with Apple Granola.

Chief executive Simon Roberts said the retailer wants to remove the barriers families face when trying to eat well: “Healthy eating shouldn’t feel difficult or complex – but for many families, it does. We know lots of people want to eat well but tight budgets, busy lives and confusing advice can make this feel overwhelming. We want to change that… We’re aiming to take away the complexity so good food becomes simple for everyone.”

Affordability built into the fibre push

Sainsbury’s is pairing the labelling rollout with price‑led interventions to make fibre‑rich foods more accessible. Current summer deals include half‑price cherries, discounts on fine beans and oranges, and value‑driven offers across bakery and frozen fruit and veg. The retailer notes that 75% of its Aldi Price Match range is already healthier or better‑for‑you.

Support for lower‑income families and children

The fibre initiative sits alongside broader measures to support families most at risk of poor nutrition. These include:

• A £3 Healthy Start top‑up for fruit and veg
• Ongoing support for the Department for Education’s free breakfast club programme, which has already delivered 10 million free breakfasts across 1,250 schools
• Continued investment in affordable healthy staples across own label

Anna Taylor, executive director of The Food Foundation, welcomed the retailer’s approach: “The focus on fibre is great to see… Setting ambitions to grow sales of fruit, veg, beans and a focus on seasonal British produce is a key step we’d like all supermarkets to make.”

For food and drink manufacturers, Sainsbury’s fibre‑first strategy signals a continued shift toward nutrient‑led reformulation, clearer on‑pack communication and stronger retailer expectations around health outcomes.

With fibre now a front‑of‑store message, suppliers can expect increased demand for high‑fibre ingredients, reformulated products and clearer nutritional signposting.