The new AIA Vitality HealthyFood Benefit links a member’s Vitality account with Everyday Rewards, allowing the discount to be applied at the checkout when they scan their Everyday Rewards Card.
Members who activate the benefit each month receive a 10% discount on eligible fresh produce. The discount increases to 25% if they complete an AIA Vitality Health Check, a free assessment providing a snapshot of their overall health.
The discount applies to eligible spending of up to $60 each calendar month.
AIA NZ chief executive Nick Stanhope says the benefit is part of the insurer’s push to encourage customers to take steps to improve their health.
“We know small, sustained changes in everyday behaviour can have a meaningful impact on long-term health,” he says.
AIA says international experience with the Vitality HealthyFood model shows checkout rewards can encourage people to buy more whole foods and build healthier grocery baskets.
The insurer points to New Zealand Health Survey data showing just 6.8% of adults meet recommended vegetable intake levels.
Stanhope says improving diet can help improve population health and reduce longer-term pressure on the health system.
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