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Taking the first steps to helping everyone eat a healthier and more sustainable diet

Case Studies | Published  31 March 2021

Sainsbury’s has taken the first steps toward embedding a sustainable diets strategy across the business. The food retailer’s ‘Helping Everyone Eat Better’ brand commitment is focused on supporting healthier and more sustainable diets through a number of strategies.

Food Retail

Sainsbury’s has taken the first steps toward embedding a sustainable diets strategy across the business. 

The food retailer’s ‘Helping Everyone Eat Better’ brand commitment is focused on supporting healthier and more sustainable diets through a number of strategies. Some of the ways Sainbury’s is helping customer eat ‘better’ include:

  • Making fruit and veg more affordable.
  • Increasing store space allocated to fresh plant-based ranges by 40%.
  • Introducing new plant-based products. In 2021, six new options were introduced to its plant-based range.
  • Using advertising to promote recipes that swap out some meat in favour of more vegetables, lentils or pulses.


Sainsbury's was the first supermarket to disclose its vegetable sales, as part of its Peas Please Pledge, with 12% of sales coming from fruit and veg in 2019/2020.