To help more households achieve a diet in line with the Eatwell Guide, through year-on-year growth in healthy (non-HFSS) choices, fruit and veg, and fibre
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 and inspiration to access the joy that good food can bring. We have a clear ambition to help more households achieve a balanced diet in line with the Eatwell Guide, that will benefit our health and also our planet,1-3 while still making good food affordable, accessible, convenient and, most of all, enjoyable for all.
Our ambition
Our progress and highlights
76.9%
sales tonnage from Non-HFSS products
2.07
sales-weighted average Nutrient Profile Model score (food excluding oils)
Over 1,250
products with our Healthy Choice Logo were made available to our customers this year
other breakdowns of sales are available in the databook
Our areas of focus
Read more about our approach here.
Growing healthier sales
We’re making it easier for customers to choose healthier options more often - without compromising on taste, value or convenience. Our focus is on supporting gradual shifts towards healthier choices, using clear navigation, trusted signposting and engaging incentives. Alongside this, we’re working with suppliers to improve the nutritional profile of the products we sell over time.
Growing fibre sales
We want to make fibre a simple and enjoyable part of everyday eating. By improving availability, communication and affordability, we’ll help customers discover and choose more high-fibre foods, while inspiring easy ways to build them into everyday meals.
Growing fruit and vegetable sales
We’re focused on helping customers include more fruit, vegetables and plant-rich foods in their daily routines. By making these options more accessible, convenient and appealing across meals and missions, we aim to support healthier, more balanced diets at scale.
Supporting healthier choices for every customer
We’ll continue to support healthier choices across a wide range of areas too - helping customers diversify their protein, make informed decisions, and access products and ranges that meet different needs across life stages and lifestyles.
Case study
Helping our customers make healthier choices on Groceries Online
To help make shopping easier for our customers, we have introduced 28 new product filters on Groceries Online. These new allergy, intolerance, dietary and lifestyle filters utilised advanced data processing systems to match products to customer needs and preferences, helping customers find suitable products more easily.
Case study
Meeting specific dietary needs through innovation
In January 2026, we launched Small but Mighty, a range of nutrient-rich meals that help customers with smaller appetites (such as older adults or those on GLP-1 medications) meet essential nutritional needs. The nutrition criteria for these meals was developed in partnership with specialist dietitian Nichola Ludlam-Raine, with all meals being high in protein, at least a source of fibre and providing at least 1 of your 5 a day.
Case study
Incentivising healthy choices
To encourage customers to make healthy choices, we piloted an evolution of our Nectar Fruit and Veg Challenge in June 2025 and January 2026, extending this challenge to Healthy Choice badged lines. Across the two challenge periods, 959,000 additional products with the logo were sold as part of this promotion. The summer and winter challenges saw sales uplifts of 9 per cent and 6 per cent respectively in Healthy Choice products purchased.
British Dietetic Association. One Blue Dot: Eating patterns for healthy and environmental sustainability – a reference guide for dietitians. 2020 (online). Available at: https://www.bda.uk.com/resource/one-blue-dot.html [Accessed May 2023].
The Carbon Trust. The Eatwell Guide: a more sustainable diet: methodology and results summary. 2016 (Online). Available at: https://www.carbontrust.com/our-work-and-impact/guides-reports-and-tools/the-eatwell-guide-a-more-sustainable-diet [Accessed May 2023].
Scheelbeek P, Green R, Papier K, et al. Health impacts and environmental footprints of diets that meet the Eatwell Guide recommendations: analyses of multiple UK studies. BMJ Open 2020;10:e037554. doi:10.1136/bmjopen-2020-037554.