Insurer Prudential has launched a new range of life insurance policies with lower premiums which benefits policyholders to reduce their premiums up to 9.8 per cent.

The new prices together with PruProtect’s Vitality programme permits those policyholders who stay healthy and take care of their wellbeing the ability to keep premiums low in the future.

The premiums can also be “locked-in” preventing them from increasing.

The director of protection development, Kevin Carr, of Prudential stated that the new packages acts as a reward for those policyholders who maintain their health by exercising, giving up smoking, eating well and getting screened.

He said: "As well as becoming more competitive, we are enhancing our proposition for consumers by allowing them to reduce their future premiums and keep them low."

As more Brits seem to be paying more for their life insurance, insurer Bupa had recently warned that insurance premiums can elevate for those who do not look after their health by lack of exercise, poor nutrition, bad personal health, smoking etc.

Earlier this year, insurance information provider, Life Direct warned that smokers could face doubled life insurance premiums from that of non-smokers.

In May this year, director Kieran Platt, of Life Direct said: “If you smoke it can double your premium quite easily. Smoking massively affects life cover premiums and that affects our lifestyle.”