Healthy eating will now be rewarded with lower premiums under an initiative announced by PruHealth medical insurance.
The insurer has joined forces with Sainsbury’s supermarket and proposes that for every £2 spent on fresh fruit and vegetables customers will earn one Vitality point – individuals can earn up to 10 points a week with family policies limited to 20 points a week.
The points earned in one year are then offset against the cost of premiums the following year, as long as no claims have been made on the policy. In order to take part in the scheme policyholders simply need to give PruHealth their Nectar card number.
Pruhealth already lets policyholders earn discounts for healthier lifestyle choices, such as rewards for going to the gym regularly and walking the dog and other Vitality point partners include Boots, Cannons, LA Fitness and Virgin Active.
In theory the discounts could be up to 100% of their premiums making the policy free.
Department of Health
Shaun Matisonn, chief executive of PruHealth, said: ‘This partnership demonstrates both companies’ commitment to improving health in the UK.’
PruHealth was chosen, among other stakeholders, to champion the Department of Health’s small change, big difference campaign that is aimed at showing that even small changes in diet and physical activity can make a difference.
Alena Kozakova, Which? principal economist, commented: ‘This is a clever strategy by PruHealth. Those who eat more fruit and veg are presumably more health conscious and therefore less of a risk to insure.’