Sainsbury's launches Full on Fibre labelling across more than 500 products

Sainsbury’s has announced the rollout of its new "Full on Fibre" labelling scheme across more than 500 own-brand products as part of a wider initiative aimed at encouraging healthier eating habits among UK consumers.

The retailer said the programme forms part of an updated health strategy focused on increasing fibre consumption and boosting fruit and vegetable intake. Sainsbury’s has set an ambition to help add thousands of tonnes of fibre and millions of additional portions of fruit and vegetables to customers' diets through product development, merchandising and consumer guidance.

According to research commissioned by the retailer, while 75% of respondents said they understood what fibre is, awareness of common fibre sources was lower. Just over half identified fruit (52%) and pulses (58%) as fibre-rich foods.

The new Full on Fibre label is intended to help shoppers identify products that contribute to fibre intake more easily. The designation will appear across a range of everyday food items, including oats, beans and broccoli, as well as new products scheduled for launch this summer.

Sainsbury’s said more than 100 products carrying the Full on Fibre label are currently included within its Aldi Price Match or Nectar Prices promotions.

New additions to the range expected to feature the labelling include Mediterranean Style Veg Burgers and Spiced Mixed Nuts & Seeds with Apple Granola under the retailer’s own-brand portfolio.

The initiative reflects growing retailer interest in front-of-pack messaging and nutritional guidance designed to support consumer purchasing decisions at the point of sale.

Sainsbury's said the programme forms part of its wider health agenda, building on previous initiatives such as the introduction of traffic light nutrition labelling in 2005 and its support for broader nutrition reporting across the food industry. The retailer said the latest strategy is aimed at helping consumers make healthier food choices and increase access to nutritious products.