27th May 2021 After announcing back in February that it was retiring its âLive Well for Lessâ brand motto, Sainsburyâs has unveiled a series of commitments that tie in with its new strapline â âHelping Everyone Eat Betterâ. The change will include the supermarket giving customers advice based on the principles of the governmentâs Eatwell Guide. The move comes as data commissioned by the government shows that only a quarter of people in the UK manage to eat five pieces of fruit or vegetables a day. A summer advertising campaign voiced by Stephen Fry (see below) for the new brand commitment will encourage shoppers to try recipes that are made up of more fruit and vegetables.