Inspiring kids to lead healthier lives

We launched our Active Kids initiative to help children enjoy more exercise in schools and clubs, as well as learn more about cooking and good nutrition. It aims to give youngsters the know-how and support to lead more balanced, active lives.

Launched in 2005, our Active Kids programme has earned awards and recognition for making an effective and sustained contribution towards raising fitness levels among young people, with millions of pounds of equipment already donated to schools and sports facilities.

We originally launched the initiative in response to growing concerns about child obesity and activity. With one in three children in the UK overweight and one in five obese, Active Kids is a key part of our commitment to helping customers live healthier lives.

Voucher collection

The Sainsbury’s Active Kids voucher collection scheme, now in its thirteenth year, kicks off every year in January. Customers collect vouchers when shopping and donate them to their local school or club, which can exchange them for equipment and experiences.

So far the scheme has invested £170 million and recruited ambassadors from the world of health and fitness such as footballer Daniel Sturridge and Paralympian Jonnie Peacock to promote a healthier way of life.

Active Kids Ambassadors

2017 Active Kids Ambassadors
Premier League footballing ace Daniel Sturridge, swimming legend Ellie Simmonds, world record-breaking sprinter Jonnie Peacock and England Women’s World Cup striker Lucy Bronze.

Strength to strength

Active Kids aims to inspire children to take more exercise and eat more healthily. It is open to all nursery, primary and secondary schools as well as Scouts and Girl Guides in the UK.

This investment is making a difference. Sheila Mitchell, Director of Marketing, Public Health England, said recently: “It’s great seeing Sainsbury’s Active Kids going from strength to strength in helping our future generations learn healthy habits.

“With almost a third of children aged two to fifteen being overweight or obese, we have to come together as a society to defuse the ticking time bomb. What kids eat, how they play and get active are crucial life lessons.”

Work in progress

£170 million worth of equipment, activities and experiences has already been donated by Active Kids to UK schools and clubs.

But we also know that there is still a lot of work to do. In January 2017, for example, we published Eat Well. Move Well. Live Well, a research report into attitudes among 11-to-14-year-olds to health, nutrition and fitness. As our report reveals, among the positive findings, there is still cause for concern.

£170 million worth of equipment, activities and experiences has already been donated by Active Kids to UK schools and clubs.

“It’s great seeing Active Kids going from strength to strength.”

Sheila Mitchell
Public Health England

We plan to invest a total of £200 million in Active Kids by 2020, and we will use these research findings to shape and evolve our plans. Ultimately, our aim is to help children and their families live healthier lives through a combination of good food and regular exercise.

£170 million

worth of equipment, activities and experiences has already been donated by Active Kids.