Member Article

Insurer partners with Ocado to reward consumers who buy healthy

Corporate wellness and insurance business Vitality has announced a new partnership with online grocer Ocado that will see its members rewarded for ordering healthy food online.

The partnership will see members of Vitality’s Active Rewards programme who reach monthly activity targets become eligible for up to 25% off on as much as £100 worth of healthy food per month.

The London-headquartered insurer, which operates the VitalityHealth and VitalityLife insurance brands, is modelling the programme on a similar scheme its parent company, Discover, ran in South Africa where consumers increased their spend on healthy food by 6% and 9.3% when offered discounts of 10% and 25% respectively.

As part of the new Ocado collaboration, Vitality members will also benefit from free delivery when at least 30% of their overall spend is on healthy food.

Tim Steiner, Chief Executive Officer at Ocado, spoke of the shared vision both firms have when it comes to getting people to eat more healthily.

He said: “Vitality shares our mission of encouraging people to eat healthily and combining regular exercise with the right kind of food.

“We want to inspire people to opt for both delicious and nutritious food choices and we believe this partnership with Vitality will help its members and our customers lead healthier lives.”

Neville Koopowitz, Chief Executive Officer of Vitality, commented: “Since launching Vitality Active Rewards, which links immediate incentives to the achievement of short-term physical activity goals, we have seen 34% of previously sedentary members get active and a significant increase in activity levels overall.”

A recent study by the Government’s Health & Social Care Information Centre founds that nearly three-quarters of adults in England do not consume five or more portions of fruit and veg a day, with cost often cited as being one of the reasons that prohibits people from eating well.

Koopowitz added: “Good nutrition is also incredibly important and it is crucial that people fully understand the importance and benefits of choosing healthier foods.

“I am delighted that, through our partnership with Ocado, we can reward our members for making healthy food choices and continue to help them lead healthier lives.”

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