UK retailer J Sainsbury is looking to woo consumers away from the country’s number one retailer, Tesco, by pulling on their environmental and health-conscious purse strings.

Sainsbury’s chief executive Justin King has said that the company is intentionally focusing on healthy eating and the environmental drives as it tries to gain a bigger share of the market.

A company spokesperson told just-food that Sainsbury will eventually double the number of products that use the FSA approved traffic light labelling system, from 2,000 to 4,000. She said: “The health issue affects customers directly, so it is as much a priority for us as it is for them.”

As part of the firm’s environmental drive, it introduced compostable packaging earlier this month, and is expanding its recycling efforts at 50 stores nationwide.

Tesco last month (4 August) unveiled plans to offer clubcard points for people not using plastic carrier bags, financially rewarding environmentally friendly customers.