New Nectar cards partners will be announced when the loyalty scheme whose members include Sainsbury, First Quench and BP, celebrates its first birthday on September 16.

Founder Keith Mills said Nectar had signed “other contracts”. The scheme had exceeded its first-year target of 50% UK household penetration and was set for a joint ad campaign with partners.

Mills said Nectar was about effecting behavioural change in cardholders. Aspirational rewards were more effective in building shopper loyalty than money off shopping, he said.