Sainsbury’s is expanding its Active Kids scheme this year following its uplifting effect on the chain’s produce aisles in 2006.
“It is difficult to isolate exactly what makes people buy more fruit and vegetables,” said a spokeswoman, “but we believe that Active Kids had a positive impact on fresh produce last year while the scheme was running as people were trying new things and experimenting with produce.”
This year will see the Sainsbury’s Active Kids scheme grow to incorporate the nation’s one million Scouts and Girl Guides and the brand has been extended to include the chain’s Taste of Success cooking initiative as Active Kids Get Cooking.
In 2007, the scheme will run until May 29 and customers can earn one Active Kids voucher for every £10 spent in store and one extra voucher for every £10 spent on fresh produce or any other of 2,350 foods marked with the chain’s apple stamp such as milk, fresh fish, pasta and rice.
The retailer has also forged a partnership with school travel operator PGL, so schools can exchange Active Kids vouchers for a discount on group outdoor activities such as abseiling, canoeing and fencing.
Sainsbury’s Active Kids vouchers can be donated to any school, nursery Scout or Guide group participating in the scheme and redeemed for over 450 different pieces of sports equipment and coaching - everything from space hoppers, skipping ropes and trampolines to street-dance or taekwondo sessions - or cooking equipment from ovens to wooden spoons.
Sainsbury’s has donated a total of £34 million worth of sports equipment, kit and coaching to more than 26,000 UK schools and nurseries since the launch of its Active Kids scheme in 2005.
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