Careers

Making healthy eating joyful, easy and affordable

We have a long heritage of supporting customers to eat well at Sainsbury’s, which includes pioneering traffic light calorie labelling in 2005, advocating for mandatory reporting across both retail and out of home and achieving healthy sales above the industry average for several years. Today we remain committed to making healthy eating easier, more affordable and more joyful than ever.

Our ambition

We know health is increasingly important to our customers and that they’re looking for easy ways to eat healthier. However, we also know that families are busier than ever and have increasingly stretched budgets.

That is why we’re focusing on the things that can make the biggest difference to the nation’s health - evolving our strategy to help us add more fibre to everyday favourites and celebrate fresh, seasonal and simple cooking that feels exciting, tastes delicious and offers great value. Our goal is to add thousands of tonnes of fibre and millions of extra portions of fruit and veg to UK diets by 2030.

Good food should be full of joy, not jargon

With so much conflicting nutritional advice available, healthy eating can feel overwhelming and has become increasingly difficult for consumers to navigate.

Our research found that three quarters of people say they understand fibre, yet barely half recognise fruit (52%) or pulses (58%)[1] as sources. Healthy eating has become confusing when it should be clear, accessible and part of everyday life.

This has got to change. It’s time to reclaim the conversation and bring good food full of joy, not jargon back to the nation’s tables.

[1] Research conducted by D+M, 2026

Find out more

How we’re helping customers to eat more fibre and more fruit & veg

  • Making it easy to find healthier and high fibre products

    Building on the success of our Healthy Choice labelling – which is now on over 1,250 products – we’re helping people increase their fibre intake with new Full on Fibre labelling on more than 500 products. From oats to onions, we’re making it easier than ever for our customers to find high fibre products in store. We also have a host of new products such as our by Sainsbury’s Mediterranean Style Veg Burgers and Spiced Mixed Nuts & Seeds with Apple Granola.

  • Making sure healthier and high fibre products are affordable

    Ensuring healthy food is affordable and accessible remains a priority. On average, at least 75% of products within Aldi Price Match are healthy or better for you and over 100 Full on Fibre products currently feature in Aldi Price Match or Nectar Price, such as on everyday fibre heroes such as oats, beans and broccoli.

  • Rewarding customers for purchasing healthier products

    Through our Healthy Choice Nectar challenge, we’ve rewarded participating customers for making simple swaps in their baskets, including choosing more high fibre options. Our last two challenges encouraged the purchase of nearly one million more healthy choice products, ranging from our by Sainsbury's strawberries to our Greek-style yoghurt.

  • Offering exciting new ranges

    We’ve launched several new ranges including our High Protein range, a refreshed cereals range and introduced new fruit snacking and pre-prepared vegetable options across both fresh and frozen. Our new build your own salad proposition, where customers can choose a salad and protein option as part of our lunchtime meal deal, offers an easy and convenient meal option for a fixed price. We also launched Small but Mighty, a selection of nutrient rich meals, perfectly portioned and packed with nutrients to support customers with reduced appetites.

“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 going further to make healthy everyday essentials great value at Sainsbury’s – beginning with fibre, fruit and veg – and tackling the confusion so customers can eat well without having to think too hard about it. We’re aiming to take away the complexity so good food becomes simple for everyone.”

Simon Roberts

Chief Executive of Sainsbury’s

How we’re working with our partners to make good food accessible for all

We’ve partnered with the Department for Education supporting its Free Breakfast Clubs programme. Through this partnership, we’re helping schools provide free breakfasts to children before the day starts - including nutritious options such as porridge, fruit and high-fibre wholegrain breads - by offering a £200 Sainsbury’s gift card. In total, we have supported breakfast clubs in 1,320 schools as part of government rollout, helping make free breakfasts available to 280,000 children across England.

Through our partnership with Comic Relief we are focused on ensuring every family has access to good food, so no child goes hungry. This includes supporting school based initiatives such as FoodCycle’s after-school meal programme, which provides families with a free two-course hot meal once a week which provides children with an opportunity to build healthy eating habits. We have also supported The Bread and Butter Thing to launch school-based food clubs, which helps families to easily access affordable and nutritious food, including a bag of produce, to take home and cook.

We’re also working with the Department of Health and Social Care to provide solutions that will support those on lower incomes this summer, including the Healthy Start Voucher, with a £3 top-up for those most in need.

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