Pregnancy, toddlers and children

Research has shown that less than 1 per cent of children's lunchboxes contain healthy food, so we want to be able to help parents and carers identify healthier lunchbox products easily, as well as provide them with advice and inspiration on creating healthier lunchboxes quickly and easily.

We have therefore introduced a healthier lunchbox logo and promise to a number of products. Everything carrying this logo meets a set of nutrition and ingredient standards which incorporate government guidelines on healthier school food, and all the products are tasty and in convenient lunchbox formats to appeal to parents and children.

Our Little Ones baby and toddler club, launched in October 2009, aims to provide parents of children up to four years old with nutritional advice and recipes through the mail, and a fully interactive website. Our experts, like nutritionist Sara Stanner of the British Nutrition Foundation (BNF), are available online to give the 450,000 registered users comprehensive health and nutrition advice for children. The website now features over 200 recipes, all approved by the BNF.

Sara Stanner, British Nutrition Foundation, said: "Most pregnant women and new mums know a healthy diet is vital for their own health and the health of their babies. But despite receiving lots of information about what they should be eating during their pregnancy, or feeding their babies, conflicting or out-of-date advice can leave them confused and overwhelmed. They need practical and reliable advice that will reassure them on how to give their growing baby the very best start in life, while keeping fit, healthy and able to enjoy their new arrival."

In addition to the Little Ones website, we also ran a baby roadshow this year, to really bring Little Ones to life. We created a Sainsbury's Little Ones Nutrition Zone stand at The Baby Show, providing nutritional health advice, recipes and tips to parents, babies and toddlers in three locations across the country. Around 25,000 people attended each show, where they were able to view live cooking demonstrations and then taste some of the most popular recipes from the Little Ones website. At each event we also had expert nutritionists from Sainsbury's nutrition team and the British Nutrition Foundation giving professional advice and answering food and nutrition questions.