Sainsbury’s is offering fruit and vegetable shoppers the chance to eat healthily and pick up school sports equipment at the same time.
The retailer is launching a voucher scheme tied into its fresh produce department with the aim of giving away more than £3 million worth of sports kit.
The offer will see one voucher given away with every £10 spent in store, however shoppers can earn an extra voucher for every £5 spent on fruit or vegetables. Potentially, the offer could equate to around £150m worth of fresh produce sales to hit the £3m target.
The retailer said the offer was designed not only to encourage active children but also to promote healthier eating.
The vouchers can be donated to schools which can then convert them into everything from skipping ropes to climbing lessons.
Justin King, chief executive, said healthy eating and nutrition are becoming a key battleground in winning market share from competing retailers.
“It is not just about price,” he said. “Health is an area which supermarkets will be increasingly talking about.”
The promotion will focus on the dual benefits of healthy eating and exercise.
King said: “Exercise is a growing issue. There is an awareness rushing towards us just how unhealthy this generation is.
“Not only will this scheme help our children become healthier, we also hope that it will create a legacy of healthier living.
