Sainsbury's confirms it's making major change to 500 food items this month

Sainsbury's confirms it's making major change to 500 food items this month The supermarket is making changes to food items from June. A leading UK supermarket has unveiled ambitious plans to boost Britons' fibre intake. The move follows findings from the National Diet and Nutrition Survey showing just 4% of the UK consume sufficient fibre, with only half (52%) of shoppers recognising fruit as a source of it. The typical British adult eats around 19g of fibre daily. This falls short of the UK Government's recommended daily target of 30g — you can read how one man changed his diet with two simple rules to eat 30g of fibre a day. Sainsbury's is now rolling out new "Full on Fibre" labelling across more than 500 products to boost its health commitment, with a fresh ambition to add thousands of tonnes of fibre and millions more portions of fruit and veg to UK diets by 2030. Supporting this goal, the retailer is offering summer deals on fibre-rich foods such as oranges, blackberries and cherries, and will pursue its long-term pledge through various new initiatives designed to help families navigate the confusion and place fibrous, fresh food at the heart of every meal. Sainsbury's revealed the significant expansion of its longstanding commitment to help families eat well, aimed at making healthy eating more accessible and affordable for millions of people nationwide, reports the Express. A spokesperson said: "The national conversation about healthy eating risks becoming tangled in trends and jargon. From protein hacks to fibre fads, the noise is leaving many people feeling shut out." Research by Sainsbury's reveals that three-quarters of people believe they understand fibre, yet barely half can identify fruit (52%) or pulses (58%) as sources of it. Healthy eating has become needlessly complicated when it ought to be straightforward, accessible and woven into everyday life, the supermarket said. In response, the retailer is rolling out brand new Full on Fibre labelling across more than 500 products to help shoppers increase their fibre intake without the hassle. Over 100 Full on Fibre products currently feature in Aldi Price Match or Nectar Price, covering everyday fibre staples such as oats, beans and broccoli. The labelling will also appear on new products launching this summer, including Sainsbury's Mediterranean Style Veg Burgers and Spiced Mixed Nuts & Seeds with Apple Granola. Simon Roberts, Chief Executive of Sainsbury's, said: "Healthy eating shouldn't feel difficult or complex - but for many families, it does. We know lots of people want to eat well but tight budgets, busy lives and confusing advice can make this feel overwhelming. "We want to change that. We're going further to make healthy everyday essentials great value at Sainsbury's - beginning with fibre, fruit and veg - and tackling the confusion so customers can eat well without having to think too hard about it. We're aiming to take away the complexity so good food becomes simple for everyone." Anna Taylor, Executive Director of The Food Foundation, commented: "Setting ambitions to grow sales of fruit, veg, beans and a focus on seasonal British produce is a key step we'd like all supermarkets to make. The focus on fibre is great to see and in line with Sainsbury's pledge to increase bean sales as part of our Bang In Some Beans Campaign." Sainsbury's is also making it simpler to enjoy fibre-rich foods, with summer deals on cherries, blackberries, bakery products and frozen fruit and veg. Until June 23, shoppers can take advantage of half-price by Sainsbury's cherries — which deliver around 3% (1g) of your daily fibre per portion — alongside other savings, including 29% off fine beans (nearly 10% of your daily fibre at 2.7g per portion) and 25% off oranges (nearly 3% of your daily fibre at 1g per portion) with Nectar Price.