Since the roll out of well being in May 2001, Sainsbury’s has seen sales increase six fold with Foods for Special Diets making the biggest impact.
Space for the range across the estate has also been doubled as part of reinvigorate – a major programme bringing all Sainsbury’s stores up to the standard of the best over a three year period. Reinvigorate uses the very latest thinking to create outstanding shopping environments and deliver great service.
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With the estimated market for health foods in the UK being £1.67bn, Sainsbury’s is the first supermarket to offer a comprehensive range of special dietary foods usually only available from specialist health food stores or mail-order.
Sainsbury’s introduced a range of Foods for Special Diets to all its 453 stores in January 2001 and a full range of over 800 products was launched in May.
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By GlobalDataThe full range comprises of food and non food products and embraces the customer’s voracious interest in the well being of the planet as well as the body and mind.
Sara Gallagher, well being Project manager said; “We know that 74% of our customers (including those with food intolerance) restrict what they eat or prepare for their household. ‘well being’ offers our customers an enhanced choice, previously only available in specialist high street health shops.
“We travelled far in our product search, America in particular, where the trend for health foods couldn’t be stronger, so it’s now very gratifying to hear that customers love it.”
Notes to Editor’s
- It is estimated that between six and 15 million people now suffer from wheat intolerance (1*) and that 22.5 million people have an allergy (2*), figures which are expected to rise and one of the main reasons for Sainsbury’s rolling out its well being range after successful trials during 2000.
- (*1) Professor Jonathan Brostoff and Linda Gamlin – The Complete Guide to Food Allergy and Intolerance.
- (*2) British Allergy Foundation•The full well being range will be introduced to the Sainsbury’s estate over a three year programme
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