Source: Sainsbury’s

This is Sainsbury’s third year running the challenge

Sainsbury’s has kicked off its Great Fruit & Veg Challenge for the third year running to encourage customers to make healthier shopping options.

The challenge, which gives shoppers bonus Nectar points when they buy fresh produce, is running for seven weeks – 18 July to 2 September – as opposed to four weeks as in previous years.

Customers who pick up the fruit & veg featured in the initiative can earn up to an additional 750 bonus Nectar points, which can be spent at Sainsbury’s, Argos and Habitat.

It is part of the retailer’s Helping Everyone Eat Better campaign, which aims to make healthier and more sustainable products more accessible to shoppers.

“It’s easy to get stuck in a rut eating the same fruit & veg, and we’re always looking for ways we can encourage people not only to add more of the fruit & veg they love to their baskets, but also try new things,” said chief marketing officer Mark Given. “It’s why we’re bringing back the Great Fruit & Veg Challenge to our stores, to make healthy food even more accessible to families.”

Customers who wish to take part in the challenge can do so via the Nectar app, where they can set personalised targets based on their typical shopping habits.

They can then earn bonus points by completing those goals, which are based on the number of portions of fruit and vegetables purchased, as well as by buying specific items that are worth extra points – such as strawberries, tomatoes and broccoli.

Last year, over 500,000 people took part in the challenge, collecting a total of more than 83 million Nectar points, Sainsbury’s said.

The scheme also helped bump the average number of fruit & veg portions customers added to their weekly baskets.

“We also know our customers continued to keep up their fruit & veg intake for at least six weeks after the challenge ended,” Given said. “With an extra three weeks to this year’s challenge, we’re hoping to beat this target while continuing our commitment of helping everyone eat better.”

According to the grocer, a combined total of 106 million portions of fruit and vegetables were bought during the challenge in previous years.