Sainsbury's is set to donate £17 million of sports equipment and experiences to UK schools thanks to its 2005 Active Kids campaign.
The project was launched in March and customers were awarded a voucher for their child's school with every £10 spent with the retailer.
A further voucher was handed out for every £5 spent on fruit and vegetables to encourage healthy eating. Sainsbury's Director of Brand Communications, Helen Buck said: "We are delighted with the success of Active Kids in its first year. We are particularly proud that by including the bonus vouchers for fresh produce we have addressed 'energy in' as well as 'energy out' issues.
“Healthy food is at the heart of our brand and we have always led the industry with our healthy eating initiatives."
Over 210 million Active Kids vouchers have been redeemed, which means that over £17m worth of PE equipment and sporting experiences will soon be delivered to schools across the UK. This means an average of £754 worth of sports equipment and experiences for each school that has ordered.
The retailer is now planning on building on the success of the campaign for next year and said it will be adding new elements to make it bigger and better.
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