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Government to launch healthy living loyalty card
1 Apr 2010

As part of its Change4Life scheme, which looks to encourage people to live healthier lifestyles, the government has launched a healthy living loyalty card.

The scheme is to be trialled soon in Manchester, according to mad.co.uk.

It has been reported that local authorities, NHS trusts, supermarket chains and even premiership football clubs could be involved in the loyalty scheme in one way or another.

Consumers will be rewarded for making healthier choices.

Purchasing fruit or vegetables will earn points, which can be redeemed on special supermarket promotions or discounted use of sports and arts facilities.

Mad.co.uk reports that at least one premiership football club is to offer experiential rewards for points holders.

Points can also be earned by doing physical, healthy activities.

Funding for the trial has come from the Department of Health, which has allocated £3.5 million.

If successful, it is thought that the trial will be extended to other regions and could eventually be implemented nationally.

Overall, the government has committed £75 million to the Change4Life initiative.