Case studies

Five-a-day

We know it can be difficult to fit the recommended amount of fresh fruit and vegetables into a busy lifestyle, and the current economic downturn is not making that any easier. We try to help by:

• Running frequent fruit and vegetable promotions on everyday items, as well as seasonal produce
• Promoting 'mix and match' price offers
• Locating our fruit and vegetables at the front of our stores, making them easy for customers to find
• Making sure that over 25% of the 69 million Tip card recipes we printed over the past 12 months had at least one portion of Five-a-day fruit or vegetables
• Using a special Five-a-day logo to help our customers identify products containing fruit and vegetables

Our overriding commitment is to help make it easier and more affordable for all our customers to get their Five-a-day. A recent survey showed that the average amount of fruit and vegetables eaten dropped to only 2.6 a day between 2008 and 2009*, the comparable figure for Sainsbury's customers has risen over the past four years to 2.84 a day. An example of where our values make us different.

*5-a-day purchasing survey by Kantar Worldpanel, April, 2010.