Sainsbury’s reveals new brand slogan to support sustainability

Sainsbury’s Simon Roberts brand slogan
The grocer has pledged to become carbon neutral by 2040
// Sainsbury’s will replace its ‘Live Well for Less’ brand slogan with ‘Helping Everyone Eat Better’
// The new motto focuses on “how delicious food can also be healthy, sustainable and affordable”
// Sainsbury’s is set to be the key supermarket partner of the COP26 climate summit

Sainsbury’s is set to drop its ‘Live Well for Less’ brand slogan this spring and replace it with ‘Helping Everyone Eat Better’.

The grocer’s new motto seeks to focus on “how delicious food can also be healthy, sustainable and affordable”.

Sainsbury’s made the announcement at the same time as it said it would be the key supermarket partner of the COP26 climate summit – set to be held in Glasgow this November.


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The grocer has pledged to become carbon neutral by 2040 and cited research on how shifting customers away from red meat, dairy and high-fat food consumption could help it achieve those goals.

“We believe that everyone wants to play their part and reduce their impact on the planet – and that we can help shoppers find simple ways to make delicious, great value food healthier and more environmentally friendly, one plate at a time,” Sainsbury’s chief executive Simon Roberts said.

“We have long recognised our responsibility to protect the environment and I’m extremely proud that we continue to lead the charge.

“Tackling climate change requires transformational thinking across industry and government and a willingness to collaborate globally.

“We are delighted to partner with COP26 and hope that it inspires our colleagues, customers and other businesses to rally together to protect and restore our planet for future generations to come.”

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