Waitrose teams up with insurer Vitality to provide discounts on healthy foods

Waitrose teams up with insurer Vitality to provide discounts on healthy foods

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UK retailer Waitrose & Partners will be unveiling an exclusive long-term partnership with health and life insurer Vitality on Monday, with discounts of up to 40% on healthy foods.

Both VitalityHealth and VitalityLife members can save between 25% to 40% on the supermarket’s Good Health food range in all Waitrose shops and on Waitrose.com

The amount of cashback available will directly correlate with the level of physical activity a member has done the previous month. Members earn points each time they engage in the Vitality Programme, with points available for being physically active, such as walking, running, cycling or swimming by using a linked activity tracking device.

“Health and wellbeing sit at the very core of our business, and time and time again we have seen how incentives can positively impact people’s lives by supporting them to change their behaviour, get more physically active and make healthier choices,” Neville Koopowitz, CEO at Vitality, said. “Working with Waitrose & Partners we are delighted to be able to further incentive people to get more active and support people to make healthier food choices.”

The Vitality Programme has been associated with an on average 34% sustained increase in physical activity (4.8 extra days of activity per month). The programme forms part of Vitality’s Shared Value approach to business, a virtuous circle whereby everyone benefits from a person being healthier – themselves, the insurer and wider society as a whole.

The Waitrose partnership is a natural evolution for the programme, supporting people to make positive and healthy nutritional choices.

“We’re passionate about helping our customers lead happy, healthy lives, and this arrangement with Vitality is the perfect partnership,” Martin George, Waitrose & Partners Director of Marketing, said. Every product carrying our Good Health label provides a clear nutritional benefit, helping our customers get the nutrients that are important as part of a healthy balanced diet. We will be actively exploring new ways we can work with Vitality in the future.”

There are nearly 2,000 Good Health products included in the scheme. Vitality members will need to have a registered myWaitrose card to participate in the promotion. 

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