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Retail focus: Sainsbury's pledges to help everyone eat better

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28 Jun 2021

A lot of the shopper research that we’ve conducted over the years has told us that the expectations that shoppers have of supermarkets are becoming a little more exacting with each passing year.

Seb Hill, Managing Director UK&I

A lot of the shopper research that we’ve conducted over the years has told us that the expectations that shoppers have of supermarkets are becoming a little more exacting with each passing year. One of the demands that is becoming more pertinent is that shoppers need help from retailers in terms of making smarter choices for themselves and their families: practical nudges, ideas and recommendations that help them (instore or online) that help them choose products or solutions that are better for them and for the planet.

A number of retailers are becoming more proactive in this regard, with Tesco, for example, recently running its periodic ‘Healthy Little Swaps’ campaign that aims to help shoppers switch from less-healthy items to ‘better-for-you’ alternatives.

Sainsbury’s has recently taken things a little further, unveiling a new brand commitment to ‘Help Everyone Eat Better’, as the retailer retires its longstanding ‘Live Well for Less’ motto. The company has created its new approach on the back of some depressing research 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 recipes for the vast majority of their meals.

INSTORE & DIGITAL ACTIVATION

The new messaging includes instore activation and broadcast media spots that are intended to encourage customers to try recipes that are made up of more fruit and vegetables over the summer, such as strawberries, kale, broccoli, peas, and beetroot.

In addition, the supermarket will be continuing to reformulate its own products to cut calories, sugar and salt and introducing more plant-based innovations. Interestingly, shoppers will also be given incentives to increase their own intake of produce via challenges in the Nectar app.

The key recommendations for shoppers that Sainsbury’s has outlined are:

- Make more space on your plate for plants

· Aim for a multi-coloured plate with every meal, with at least five portions of fruit & veg per day

· Include wholegrain and high fibre carbohydrates

- Diversify protein and dairy intakes and select healthier options

· Prioritise plant proteins (such as beans and pulses)

· When eating meat, choose lean cuts and limit red and processed options

· Aim for two portions of fish a week (one oily)

· Aim for two-three servings of low-fat dairy or calcium fortified alternatives

- Moderate treats including alcohol and opt for portion-controlled options

- Aim for at least six-eight glasses of fluid a day

The instore activation has been executed well, with some striking signage at the entrance of stores and extensive shelf-edge labelling that was adjacent to relevant products. The digital aspect was nicely done, the QR codes taking you to the ‘Help Everyone Eat Better’ recipe landing page on the Sainsbury website.

All in all, this is a very impressive repositioning and is worth a look for any other retailers or service-providers looking to see how they can inspire customers to live healthier lives.

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