Life Insurance -
PruHealth offers "veggie bonus" as health priorities shift - 04/09/2007
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A new insurance announcement has been made, which shows the continuing shift in focus among insurance exerts - including those who specialise in life insurance - towards the eating habits of customers.
Private medical insurer PruHealth have announced that, in collaboration with supermarket Sainsbury's, they will reward customers who buy fresh fruit and vetgetables at the stores with premium offsets through the company's Vitality points scheme.
The link between a healthy diet and improved health is well-established, and therefore PruHealth's new move could be said to represent a long-term cost-cutting measure.
Shaun Matisonn, PruHealth chief executive, said: "This is the first time in the UK that a health insurer has provided a retail benefit on your 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."
PruHealth's statement comes in the wake of recent news that vegetarians will be offered a special discount for by a life insurance provider.
Animal Friends Insurance (AFI) is offering a six per cent reduction to non-meat eaters - although they say that they are also offering full-priced life insurance for non-vegetarians.
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