Sainsbury’s replaces “Live Well for Less” motto with “Helping Everyone Eat Better”

Sainsbury's replaces
Sainsbury's said the new focus reflects its belief that healthy and delicious food should be available to everyone.
// After 10yrs, Sainsbury’s retires “Live Well for Less” motto; and replaces it “Helping Everyone Eat Better”
// Sainsbury’s pledges to make a healthy diet accessible to everyone, in line with the government’s Eatwell Guide
// The new commitment launches with a new campaign, featuring a TV ad voiced by Stephen Fry

Sainsbury’s has announced that it will retire its “Live Well for Less” motto after 10 years, to be replaced with a new brand commitment to help “Everyone Eat Better”.

The change will see the supermarket give customers advice based on the principles of the UK Government’s Eatwell Guide, and comes as it is revealed that only a quarter of people in the UK manage to eat five pieces of fruit or vegetables a day, with many families relying on just six go-to recipes.

Kicking off with a new campaign, with a TV ad voiced by Stephen Fry, Sainsbury’s is encouraging customers to mix it up and try recipes that are made up of more fruit and vegetables over the summer.


For each of these ingredients, Sainsbury’s said it would provide a recipe to help customers incorporate them into their diets, such as a broccoli frittata, a kale-filo pie, strawberry pancakes, pea-pesto pasta, and a beetroot burger.

These recipes lend a hand to deliver realistic changes that will help customers have a greater proportion of fruit, veg and starchy carbohydrates.

Shoppers will also be given incentives to up their own intake of fruit and veg via challenges in the Nectar app.

Sainsbury’s said the new focus reflects its belief that healthy and delicious food should be available to everyone, and will see the retailer make it easier and more accessible for customers to incrementally improve their diets while helping to reduce their impact on the environment.


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More than a quarter of the world’s greenhouse gas emissions come from food production and research shows that shifting the nation towards a diet more in line with the Eatwell Guide could deliver reductions in greenhouse gases of approximately 30 per cent.

“At Sainsbury’s, we believe everyone should have access to healthy, tasty food that is better for them and the planet too,” Sainsbury’s chief marketing officer Mark Given said.

“With our new brand commitment, we want to help our customers shake up their approach to food, by actively helping everyone make healthier choices.

“From providing recipe information and offering incentives for eating more fruit and veg, we have a lot in store and can’t wait to bring the nation on this journey with us.”

Meanwhile, until August Sainsbury’s is topping up Healthy Start Vouchers with a fruit and veg coupon to help families in need have access to nutritious food.

Sainsbury’s was also recently named Principal Supermarket Partner for the UN’s international climate change conference, COP26, taking place in Glasgow in November.

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1 COMMENT

  1. They would if they would make some real free from foods for people with allergies. Most of their free from is not free from milk and most “vegan” foods may contain milk. All supermarkets need to do better and have dedicated free from venues making free from (all 14 known allergens) foods and not rely on coocnut and tapioca either. You are not helping Everyone if you are only catering for people who are able to eat everything and not catering for people with allergies.

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