Insurance company, Vitality, encourages healthy eating through Ocado partnership


Insurance company Vitality has announced an exciting new collaboration with Ocado which will see Vitality members rewarded for buying healthy food through the online grocer.

The partnership will enable members to get discounts on healthy food. When they unlock the Vitality Active Rewards benefit and reach monthly activity points targets, they will be eligible for up to 25% off as much as £100 of healthy food per month.

Deliveries to Vitality members where at least 30% of the overall spend is on healthy food will be free of charge (subject to Ocado’s minimum order spend of £40), irrespective of whether they qualify for a discount on the food from their activity.

A study by the Health & Social Care Information Centre found that nearly three-quarters (74%) of adults in England don’t consume the recommended five or more portions of fruit and vegetables a day. Adopting a healthy diet and active lifestyle can help many people take control of their health and prevent heart disease and other chronic conditions.

Similar partnerships and programmes abroad have been successful in influencing consumers to choose healthier foods. In South Africa, where the HealthyFood** benefit was developed by Discovery, Vitality’s parent company, research has shown that offering discounts can change consumer purchasing behaviours. When offered discounts of 10% and 25% for healthy foods, consumers increased the amount of money they spent on healthy food by 6% and 9.3%; increased the amount of fruit and vegetables they bought by 5.7% and 8.%; and decreased the amount of less-healthy foods purchased by 5.6% and 7.2%, respectively.

The Ocado collaboration is the latest in a series of new business developments from Vitality, which also recently announced an exciting new programme to promote physical activity with Apple Watch.

Neville Koopowitz, CEO of Vitality, said: “Since launching Vitality Active Rewards, which links immediate incentives to the achievement of short-term physical activity goals, we have seen 34% of previously sedentary members get active and a significant increase in activity levels overall. But maintaining appropriate activity levels is only one factor in ensuring a healthy lifestyle. Good nutrition is also incredibly important and it is crucial that people fully understand the importance and benefits of choosing healthier foods. I am delighted that, through our partnership with Ocado, we can reward our members for making healthy food choices and continue to help them lead healthier lives.”   

Tim Steiner, CEO of Ocado, said: “Vitality shares our mission of encouraging people to eat healthily and combining regular exercise with the right kind of food. We want to inspire people to opt for both delicious and nutritious food choices and we believe this partnership with Vitality will help its members and our customers lead healthier lives.”