UK private medical insurer PruHealth has entered into a partnership with UK supermarket giant Sainsbury's that will see PruHealth private medical insurance customers rewarded for buying fresh fruit and vegetables at Sainsbury's, as part of the health insurer's vitality program, which gives people the opportunity to be rewarded with lower premiums.

The deal, which is the first of its kind for a health insurer in the UK, will provide PruHealth policyholders with the opportunity to earn PruHealth vitality points when purchasing fresh fruit and vegetables at any of the 779 Sainsbury stores in Great Britain.

Under the scheme, customers will give PruHealth their Nectar card number and opt in to receive the benefits. When customers then buy fresh fruit and vegetables from a Sainsbury’s store or online, vitality points will be earned. For every GBP2 spent on fresh fruit and vegetables, policyholders will get one vitality point. However, this will be capped at 10 points per week, while families will be limited to 20 points per week per family policy. All members over the age of 18 on a policy can register a Nectar card and the total spend each week will be used to calculate the points earned by the policy.

The vitality points are collected over the course of a year and are then offset against the policyholder’s health insurance premiums upon renewal the following year, assuming no claims have been made.

Sainsbury’s joins PruHealth’s existing vitality partners, which include Boots, Virgin Active, Cannons, LA Fitness, Nuffield Proactive Health and Allen Carr’s Easyway.

Leigh Rengger, head of loyalty at Sainsbury’s, said: We are always looking at opportunities to encourage our customers to lead healthier lifestyles. This scheme rewards customers for eating healthily which could potentially reduce their PruHealth insurance premiums and is an innovative tie-up that enhances our pledge to get people to eat their five a day.