Sainsbury’s has partnered with loyalty card scheme, Nectar to offer free breakfasts across the UK this summer in a bid to inspire Brits to eat more healthily and try new recipes.
The initiative will see the collaboration’s ‘Vegfast Van’ touring the UK, serving passersby’s free breakfast dishes, each containing one of the recommended five a day.
This comes as research commissioned by Nectar and the Big 4 grocer found that more than 25 million British adults don’t have enough fruit or vegetables in their diet and on average Brits consume 3.25 portions of this a day, 35% less than the five-a-day target.
The free breakfast dishes, which include a banana colada smoothie bowl, carrot cake bircher and green herb frittata comes as a response to this data which also revealed the average adult doesn’t eat their first piece of fruit or veg until 1.58 pm.
Of those surveyed, 1 in 4 said the reason behind not eating healthily in the morning was due to forgetting about it, while 13% don’t know how to include it within their meals outside of dinner.
The partnership will also see Sainsbury’s customers able to gain up to 750 bonus Nectar points over the summer months when taking part in the ‘Great fruit and veg challenge’.
Running until 2 September, this promotion will be applied to shoppers Nectar app when purchasing Sainsbury’s fruit and veg.
The challenge also aims to ensure kids are seeing their five a day, following the study revealing that 47% don’t reach this target during the school holidays, despite 74% eating the recommended daily amount within term times.
“When you’re doing the food shop week-in, week-out, it can be challenging to think of new recipes and to feel inspired to try something different – particularly during the school summer holidays when routines can go out the window,” Nectar and loyalty at Sainsbury’s director, Sam Burston said.
“That’s why we are bringing back the Great fruit & veg challenge and looking to inspire our customers to try something different through the Vegfast Van – showing them how easy it can be to pack their breakfast full of fruit and veg while getting more out of their Nectar points balance.
“We want to support our customers to eat delicious food that is good for them and the planet, and the return of the Great fruit & veg challenge is just one of the many ways we’re helping everyone eat better.”