Supermarkets across Britain have reached new levels in stocking their shelves to appeal to a healthier appetite, with new research from Mintel revealing that the share of own label food products launched carrying a better for you claim reached a five-year high in 2014.

6.6% of own-label products launched in 2014 carried a low, no, or reduced fat claim – up from 5.9% in 2010 – whilst slimming claims also saw growth, with their share rising from 1.3% to 4% in the same time period.

Moreover, the proportion of own label products featuring a low, no, or reduced calorie claim rose from 1% in 2010 to 1.8% in 2014.

Emma Clifford, senior food analyst at Mintel, says, "Claims which are most commonly associated with weight management such as low, no or reduced fat, slimming, calorie and sugar, became more prevalent in own label food launches in 2014.

"In fact, the share that these four claims held of new own label products entering the food market reached a five-year high in 2014. This uptick in better for you new product development activity is likely to stem from supermarkets pledges to encourage healthier eating under the governments Responsibility Deal, as well as a desire to boost their reputations as socially responsible."