Loaves, rolls, baguettes, flatbreads, and wraps are among hundreds of existing own-label products at Sainsbury’s receiving new ‘High in Fibre’ labelling.
The move supports the retailer’s plans for strengthening its commitment to helping shoppers eat healthier, with an aim of adding thousands of tonnes of fibre and millions of extra portions of fruit and veg to UK diets by 2030.
Sainsbury’s warned that 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, with company research showing three‑quarters of people say they understand fibre, yet barely half recognise fruit (52%) or pulses (58%) as sources.
In response, the supermarket is launching brand-new labelling across more than 500 products that features yellow and green logos with claims including ‘Full on Fibre’, ‘High in Fibre’ and ‘Healthy Choice’. These identifications will enable customers to boost their fibre intake without the confusion or fuss.
The following bakery items are included in the initiative:
Sainsbury’s range
- Panini (four-pack, 320g)
- Stonebaked Ciabatta Rolls (four-pack, 300g)
- Large Oat Topped Wholemeal Deli Rolls (four-pack)
- Wholemeal Rustic Roll
- Sainsbury’s Wholemeal Loaf (400g)
- Sainsbury’s Wholemeal Loaf (800g)
- Sainsbury’s Wholemeal pitta (six-pack)
- Sainsbury’s Wholemeal Medium (400g)
- Greek Style Flatbread (four-pack)
- High Protein Plain Folded Flatbreads (six-pack, 210g)
Stamford Street Co. budget range
- Medium Wholemeal Bread (800g)
- Stamford Street 4 Wholemeal Rolls
- Stamford St 8 Wholemeal Tortilla Wraps
Taste the Difference premium range
- Sunflower & Pumpkin Seeded Farmhouse (800g)
- Multiseed Wholemeal Farmhouse Loaf (430g)
- Stonebaked Seeded Baguette (400g)
- Bake at Home White Baguettes (two-pack, 125g)
- Brown Sourdough (800g)
- Seeded Sourdough (600g)
- Part-baked Baguette (250g)
“Healthy eating shouldn’t feel difficult or complex – but for many families, it does,” commented Sainsbury’s chief executive Simon Roberts. “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.”
More than 100 of the Full on Fibre products are either price-matched with Aldi or discounted via Nectar Price. Sainsbury’s is also rolling out summer deals on fibre-rich foods including bakery lines, some fresh fruit, and frozen fruit and veg.
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