Prudential has launched a scheme in conjunction with a supermarket chain which will reward its private medical insurance customers if they have healthy eating habits.

The initiative will allow people with a PruHealth medical insurance policy to reduce the cost of their premiums when they buy "healthy food" at Sainsbury's.

For every £2 they spend on fresh fruit and vegetables they will earn one Vitality point, and they can earn a maximum of 10 points a week.

As long as the customer does not make any claims on their policy, the points earned over the course of a year are then offset against the cost of the premiums for the following year.

Policyholders simply need to give PruHealth their Nectar card number in order to be enrolled on the scheme.

PruHealth customers are already encouraged to earn discounts on their future premiums by making healthier lifestyle choices, such as eating healthily and not smoking, with policyholders also rewarded if they go to the gym regularly or just take their dog for a walk.

Policyholders can earn discounts of up to 100% of their premiums, which Prudential claims will effectively make the cover free.

The insurer said the joint initiative shows that both companies are committed to improving the health of their customers.

Shaun Matisonn, chief executive of PruHealth, said: "This is the first time in the UK that a health insurer has provided a retail benefit on everyday grocery shopping.

"We are adding another element to our Vitality concept by allowing policyholders to collect Vitality points by buying fruit and vegetables at Sainsbury's, essentially rewarding them for what they are already doing.

"This partnership demonstrates both companies' commitment to improving health in the UK."

Leigh Rengger, head of loyalty at Sainsbury's, added: "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."

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