Sophie Morris

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Sophie Morris Raising Awareness about Food Labels. Clever Supermarket Swaps
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https://geni.us/HomemadeWins

My mission is to empower women through education and mindset coaching so they can feel more confident, have more energy, and support them to lead a mindful and happy life.

15/10/2026

I posted this a year ago and in-store bakeries still do not display the ingredient information for consumers to be able to make an informed choice when they’re buying their bread. This loop hole in regulation that they don’t need to display the information because it’s a “bakery” is ridiculous considering these breads are not actually baked from scratch on site!!

Did you know that these breads are not baked from scratch in store and that some of them are ultra-processed? I’d love to know in the comments! 🍞👇

15/10/2026

This is a BIG win 🙌

Last year (April 2025) I called out SuperValu’s own brand version of Coco Pops, Choco Krunchies. The side of the box claimed it was “one of your five a day”. But the small print said that only counted if you added a certain amount of fruit 👎 The cereal itself had nothing to do with your five a day. That labelling was completely deceptive.

A year later, SuperValu have redesigned the packaging and that claim is GONE 🙌🙌

This is exactly why I keep calling out misleading marketing. When a company crosses the line from marketing into deceiving shoppers, we have to hold them accountable. And it works. They are listening 💪

This change happened because of you. Every share, every comment, every one of you who turns packs around and reads the label yourself. We as consumers are powerful, and this is the proof. 💛

Thank you all. Let’s keep going.

Are there any health claims on packs you want me to look into? Tell me in the comments👇

Better value clever swaps! 🙌If you watched episode one of ‘How to shop well now’ on RTÉ One you will have seen me talk a...
14/10/2026

Better value clever swaps! 🙌

If you watched episode one of ‘How to shop well now’ on RTÉ One you will have seen me talk about the importance of comparing price per kilogram or price per litre when trying to get the best value out of your weekly shop.

And that is because packaging sizes vary across different products and different brands, and so if you only compare the price of two products but they have different pack sizes then you’re not getting a true value Comparison. For instance, if you’re comparing the price of two boxes of granola and one of the boxes is the cheaper price per box but that box is a much smaller size than the other box (It has less grams of granola in the box) then it’s not actually cheaper! You can only tell which one is better value by looking at the price per kilogram of those two granola boxes and seeing which one is cheaper per kilogram.

Only by comparing via the same unit of measurement - ie price per kg or price per litre - can you tell which product is better value 👌

And the examples in this carousel show just how much money you can save with some swaps!

Do you compare prices in this way when shopping? I’d love to know! It’s a great way to be a bit more savvy when shopping and saving money where possible ❤️

13/10/2026

SuperValu, your honey labels need an update!

Under the new EU labelling rules, honey has to show its countries of origin in descending order, with the percentage from each country. That’s how we know what we’re actually buying.

SuperValu’s own brand honey lists India, Vietnam, Cuba, Mexico and Argentina, tucked up at the top of the jar. But there’s no percentage breakdown. And the back still says “a blend of EU and non-EU honeys”, even though there’s no EU honey in it at all. Their squeezy honey is exactly the same.

We can see The Healy Family’s organic honey on the same shelf which does have the countries of origin listed in the way the regulation requires: 90% Chinese, 10% Tanzania.

We as consumers deserve full transparency and this is why the new EU labelling laws for honey came into effect in June! And this is not good enough from a company as big as SuperValu.. are they doing it like this purposely? Regardless they need to follow the rules like all the other honey brands.

What do you think?! 👇

13/10/2026

A new sliced pan brown bread I think you’ll like 🙌🍞

The new Irish Pride Wholemeal Sliced Pan’s ingredients are so much better than what we normally see in this category. No emulsifiers, no preservatives, no palm oil or sugar, which is rare for a sliced pan bread at this price point!

They have added psyllium husk to this bread which I love. Psyllium husk is an amazing source of soluble fibre, the type that forms a gel in your gut, slows digestion, keeps you fuller for longer and supports healthy cholesterol levels.

Two slices gives you nearly 8 grams of fibre. Compare that to the Brennans brown sliced pan which would be 3.6grams for 2 slices and so you are getting double the fibre in this bread! For a country where so many of us are not hitting our daily fibre needs, that is a really significant difference. And for kids this could be great too, 6 out of 10 primary school children are deficient in fibre so changing their bread to this one could really help increase their daily fibre intake!

I have always raved about Staffords but it is so encouraging to see other brands coming to the table with better quality products 🙌 🙏 And I really do think this is happening because people are reading labels, are becoming more conscious of what’s in the food they’re picking up in the supermarket, and are choosing better quality products. And brands are reacting and creating better products which is so powerful to see 💪

Are you going to try this bread? Let me know in the comments 👇❤️

There is a way to eat well and bring down the cost of your grocery shop! These are 5 of the things I do every week to ma...
12/10/2026

There is a way to eat well and bring down the cost of your grocery shop! These are 5 of the things I do every week to make sure we eat well as a family while still being affordable.

‼️ ALSO I’m building something to help you shop smarter and save money. Go to www.sophieswaps.ie/waitlist to join the WAITLIST to be the first to know what it’s all about 🙌

10/10/2026

This is a good example of how packaging can shape what we assume we’re buying. The name for sure gives off a wholesome farm impression that could easily make someone think this is locally produced chicken.

But when you actually turn the pack around and read the details, you realise the chicken is imported from China, and that’s something I think many shoppers wouldn’t expect based on how it’s presented.

It’s also worth noting that although it highlights 100% chicken breast on the front, the percentage of chicken in the product is much lower than most people would assume - 58% chicken, with the rest made up of coating with palm oil and additives.

This isn’t about judging anyone’s food choices - convenience foods absolutely have their place. It’s about transparency and awareness. If we’re going to buy something, we deserve to understand what we’re really getting and where it’s coming from so we can make informed decisions that suit our own values, budgets and preferences.

And I believe this kind of labelling should be better regulated with more transparency that it’s Chinese chicken on the front of the pack.

I’d love to hear your thoughts on this… do you think it’s misleading or that we need more transparency on products like this?

09/10/2026

Another new clever swap for burger buns!! Brioche buns this time 🙌

Have you tried them?! I’d love to know in the comments! 👇❤️

08/10/2026

A really clever swap for fizzy drinks!

In the Dunnes Simply Better range, you can pick up these water kefirs made by a brilliant small Irish company called King of Kefir. Gerry, the owner, makes these organic water kefirs in County Louth for the range. He actually has his own King of Kefir branded range too, which you can see in the video, alongside making this version specifically for Dunnes Simply Better.

Every flavour comes from real fresh botanicals, not synthetic flavouring like you’d usually find in lots of fizzy drinks. This one has real ginger, lemongrass, lemon verbena, turmeric, sea salt and fennel seeds. It’s certified organic too.

Water kefir is a fermented drink, different to milk kefir, but it has lots of live active cultures that are so good for your gut health. And the sugar content of this whole can is tiny, just 0.7g in the entire drink, sweetened with stevia and a bit of apple syrup.

If you’re someone who reaches for a sugar sweetened fizzy drink regularly, this is exactly the kind of swap worth making! You get that same fizzy flavoured hit, but instead of loading up on sugar every time, you’re getting a very small amount of sugar and doing something good for your gut. Small swap, big difference if it’s replacing a daily habit.

Have you tried this before? Let me know! 👇❤️

Better value clever swaps! 🙌If you watched episode one of ‘How to shop well now’ you will have seen me talk about the im...
08/10/2026

Better value clever swaps! 🙌

If you watched episode one of ‘How to shop well now’ you will have seen me talk about the importance of comparing price per kilogram or price per litre when trying to get the best value out of your weekly shop.

And that is because packaging sizes vary across different products and different brands, and so if you only compare the price of two products but they have different pack sizes then you’re not getting a true value Comparison. For instance, if you’re comparing the price of two boxes of granola and one of the boxes is the cheaper price per box but that box is a much smaller size than the other box (It has less grams of granola in the box) then it’s not actually cheaper! You can only tell which one is better value by looking at the price per kilogram of those two granola boxes and seeing which one is cheaper per kilogram.

Only by comparing via the same unit of measurement - ie price per kg or price per litre - can you tell which product is better value 👌

And the examples in this carousel show just how much money you can save with some swaps!

Do you compare prices in this way when shopping? I’d love to know! It’s a great way to be a bit more savvy when shopping and saving money where possible ❤️

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