Sainsbury's is adding thousands of tonnes of fibre and millions more portions of fruit and veg to UK diets by 2030, the chain announced today. The retailer is launching a new Full on Fibre labelling across more than 500 products to help customers boost their fibre intake without confusion. The labelling will appear on-pack, at shelf-edge and on groceries online.

The initiative will aim to help families cut through the complexity of nutrition and prioritise fibrous food. It comes after a poll of 2,000 adults found nearly half were not aware of the recommended daily intake of fibre being 30g – and didn't know where to get it.

Until June 23, Sainsbury's will be offering half price on by Sainsbury's cherries - which provide around 3% (1g) of daily fibre per portion, whilst also offering savings such as 29% off fine beans (almost 10% of your daily fibre with 2.7g per portion) and 25% off oranges (almost 3% of your daily fibre with 1g per portion) with Nectar Price.

The chain is also working to provide solutions that will support those on lower incomes, including the Government's Healthy Start Scheme, with a £3 top-up for those most in need.

Simon Roberts Chief Executive of Sainsbury's, said: "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."

Anna Taylor, Executive Director, The Food Foundation, added: "We welcome the move to roll out a Healthy Start top-up scheme and would like to see this being adopted across all retailers to raise awareness and enable better access to fruit and veg for young children."

The Daily Express has reached out to Sainsbury's for a comment.