At least 85% Healthy and Better for you sales tonnage sold by 2025
We’re passionate about making sure that everyone can enjoy good food, and have long supported efforts to help customers eat well - it was central to our business when we opened our first store in 1869 and remains as important as ever today.
We know that it can be difficult for customers to have the time, money, or inspiration to access the joy that good food can bring. We have a clear ambition to provide access to affordable, nutritious, diverse food to everyone, every day to ensure the stustainability of the planet for future generations. We want to inspire customers to adopt a balanced diet, in line with the Eatwell Guide by making healthier choices easier to identify, accessible, affordable and, most of all, enjoyable and delicious.
Our ambition
Our progress and highlights
81.9%
sales tonnage from Healthy and Better for you products
>75%
of our Aldi Price Match campaign featured Healthy or Better for you products
Our areas of focus
Driving awareness
Encouraging healthier recipes through advertising and promotions and creating recipe bundles containing healthier alternatives. While also making heathier choices easier to find in stores through labelling including our Healthy choice logo.
Improving affordability
Safeguarding funds for vulnerable communities while making healthier foods more affordable for all, using Aldi Price matching, Nectar rewards and campaigns.
Supporting customers through incentivisation
Encouraging healthy sales through incentivisation and rewarding healthy eating. We've been running our annual Great Fruit & Veg Challenge since 2018, rewarding customers with Nectar points for buying more fruit and veg portions.
Product innovation, reformulation and availability
Positioning and availability of healthy food in stores and online through recommendations. While making food healthier through innovation and reformulation. Our ongoing development programme ensures we continue to improve the nutrient profile of our products while making sure we never compromise on quality or taste for our customers.
Playing a leading role in collaboration across industry to drive change
We are also advocating for sector-wide change for greater impact. This includes working with the Food Data Transparency Partnership for health last year to champion a consistent definition for healthy sales, encouraging sector action as part of the IGD net zero sustainable diets workstream, and engaging with academia to independently evaluate our initiatives.
Case study
Nudges on groceries online
With the launch of our 'Frequently Bought Together' recommendations on Product Display Pages (PDPs), we removed recommendations on products that were less healthy, resulting in a three per cent increase in the average health rating of products added to basket from the placement.
We have also trialled up-weighting healthier products on our 'Similar products' section, meaning if a recommended product was given a higher health rating than the selected product, it was moved to second position in the carousel. This had a slight positive impact on the healthiness of products added to basket.
Case study
Healthy Choice Logo
Wherever you see our Healthy Choice logo, you can be sure you are choosing a product that supports a balanced diet. Our Healthy Choice logo is here to make it easier for you to shop for healthy options. Look for it across a variety of product categories to quickly spot options that support a balanced diet. Wherever you see the logo, you’ll also find the nutrient or dietary benefit the product delivers.
The criteria behind the logo have been carefully developed by our nutritionists and dietitians to help you identify the better options within a food category and is in line with the UK’s dietary guidelines for health – known as the Eatwell Guide. The badge will help you identify the Healthy Choice across everyday scratch cook staples like fruits and vegetables, wholegrain starchy carbohydrates, pulses, lentils, lean meats, fish, and low fat dairy or alternatives. In addition, we’ve also identified products in convenience categories like ready meals, sandwiches, meal sides, breakfast options and snacks.
Case study
New product ranges major on low-sugar, high protein, gut-friendly health choice
Sainsbury’s launched a new functional health range this year with four nutritious raw pressed juices and two juice shots. In a first for UK supermarket own brand products, the juices and shots feature watermelon juice in place of traditional apple juice. As watermelon juice is naturally lower in sugar, the drinks are up to 45 per cent lower in sugar than many other standard juices on the market. The juices are cold pressed and high-pressure processed, retaining more nutrients and a fresher taste than juices which are pasteurised and heated in the usual way.
With more customers actively managing their gut health, we have launched a by Sainsbury’s yogurt plain kefir drink and strawberry kefir drink, with further flavours to follow in 2025. With over five billion live cultures from 14 different culture strains, the kefir drink is high in calcium, contributing to the normal function of digestive enzymes, and protein, which supports the growth and maintenance of muscle mass.
In addition, we introduced three new by Sainsbury’s protein fat free yogurts made without the use of artificial ingredients. They are naturally sweetened with real fruit, offering customers a satisfying snack with 15g of natural protein per pot.
