Tesco Launches Loyalty Scheme Incentives

Tesco’s loyalty-driven initiative uses gamified incentives, offers, and recipe inspiration to help millions of customers make healthier choices and earn rewards while shopping.

Tesco has revamped its 5-a-day campaign and launched a new loyalty project designed to drive sales of fruit and vegetables, as it attempts to remove barriers to healthy eating for its customers. 

The new campaign gives shoppers the chance to earn personalised stamps on fresh fruit and veg through the group’s Clubcard loyalty scheme – tokens that can then be converted into bonus points and vouchers to spend in store.

It will run across all Tesco stores and on a restyled website, using gamification, offers, and recipe inspiration to encourage roughly 2.5 million customers to make healthier dietary choices. Customers will also be able to earn extra points through a series of new Clubcard Challenges on frozen fruit and veg, beans, and pulses.

In addition, from 4-17 August 2025, children shopping with families in Tesco stores can pick up free fruit at the checkout – an extension of Tesco’s Stronger Starts Fruit & Veg for Schools programme.

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Tesco’s decision to step up its campaign to help families eat more fruit and vegetables comes as government figures show fewer than 1 in 10 children, and 1 in 5 adults, currently eat the recommended five portions of fresh produce a day.

Earlier this year, Swedish retailer Ica took similar steps with the launch of Join the Fruit Reboot, after new research depicted a similarly depressing picture in its own country.

The British retailer’s move apparently follows a year-long consultation carried out in communities across the UK, and marks the start of a long-term mission to make healthy eating easier for every household.

Ashwin Prasad, UK CEO at Tesco, said, “We understand that for many, there are barriers that make healthy eating feel hard. We want to help our customers make small changes that amount to big health benefits for themselves and their families.”

“That’s why we’re setting out to make healthy choices easier every day, starting with new offers and support for families in store this summer.”

“We’re bringing customers new ways to earn Clubcard points and vouchers as a fun and engaging way to help them towards their five-a-day, on top of new and existing great value offers on healthy staples.”

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Wes Streeting, the UK’s Health and Social Care Secretary, said, “I’m grateful to Tesco for picking up the mantle and helping tackle this crisis by making it easier and more affordable for families and kids to eat fresh fruit and veg.” 

“Our new healthy food standard – a world first announced in our 10 Year Health Plan – will help us make the shift from sickness to prevention through our Plan for Change, making sure the NHS can be there for us when we need it.”

Elaine Hindal, CEO of the British Nutrition Foundation, said, “Delivering the change we need, at pace and at scale, can only be achieved through effective partnership with all stakeholders.”

“We are proud of our strong partnership with Tesco which, through the recent series of Health Consultations, uncovered new and valuable insights that will inform Tesco’s commitment to healthier diets today and for future generations.”

Ashwin Prasad added, “The government’s plans to mandate food businesses to report on healthy food sales and take action to increase them are a positive step.”

“We look forward to working with them on the detail of the Healthy Food Standard and its implementation by all relevant food businesses. We’re committed to playing our part, working with the wider food industry and our health charity partners.”

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