Sainsbury's rewards fruit and veg shoppers

Sainsbury’s has teamed up with medical insurer PruHealth to reward customers for buying fruit and veg at its stores.

The deal provides PruHealth policyholders with the opportunity to earn vitality when purchasing fresh fruit and vegetables at any of Sainsbury’s 779 UK stores.

Policyholders will earn one point for every two pounds spent on fresh produce, to be capped at 10 points a week and 20 points a week per family The vitality points are collected over the course of a year and then offset against the policyholder’s health insurance premiums upon renewal the following year.

Leigh Rengger, head of loyalty at Sainsbury’s, said: “We are always looking at opportunities to encourage our customers to lead healthier lifestyles. This scheme rewards customers for eating healthily and is an innovative tie-up that enhances our pledge to get people to eat their five a day.”