Active Kids is back at Sainsbury's Sudbury, Suffolk

Home » Community News » Active Kids is back at Sainsbury’s Sudbury, Suffolk

Customers can collect vouchers in store from 27th January – 3rd May to help registered schools, groups and clubs across Sudbury/ Cornard and surrounding areas get sports and cooking equipment and experiences.   The scheme is supported by double Paralympic gold  (…)medal-winner Ellie Simmonds, world record breaking sprinter Jonnie Peacock, Liverpool striker Daniel Sturridge and England women’s football player, Lucy Bronze. The four ambassadors are committed to encouraging children to eat well, move well and live well.

Customers receive one voucher for every £10 they spend in supermarkets and one voucher for every £5 they spend in convenience stores. Over the years the scheme has grown and expanded to help inspire healthy eating for children and includes items of cooking equipment to get them involved. There is also a range of free Cooking and Nutrition Toolkits – endorsed by the British Nutrition Foundation, they are available to teachers to help children learn about a balanced diet.

This year the scheme has a new strand to it, the Taste Buddies Challenge has been introduced to help parents try new foods with their children. Children who enjoy a wider variety of foods are more likely to enjoy a healthy balanced diet and be ‘better eaters’. The challenge will encourage children across the UK to broaden their diets by trying a wider variety of foods by going on a flavour-inspired tasting adventure.

Using research to find out key food groups that children typically struggle with, Sainsbury’s has identified five gateway foods, using the five key taste areas, which will help parents introduce their children to these tricky food types. They found that over 50% of children are more likely to try new foods when they help cook it themselves. Helpful toolkits including exclusive recipes for each of the gateway foods for parents to cook and try at home with their kids, have been created and are available on the Active Kids website.

Active Kids Ambassador, Ellie Simmonds, said:

“I’ve been a Sainsbury’s Active Kids ambassador for six years and I’ve been able to see first-hand how the scheme has helped children all over the UK.”

“Eating a balanced diet is just as important as exercising. I love experimenting with food and it’s great to see that Active Kids is encouraging this as part of the scheme.”

Laura Payne, Store Manager at Sainsbury’s Sudbury, added:

“The Active Kids scheme is a brilliant way for our colleagues to support schools, groups and clubs in our local area. We love visiting local organisations and seeing the benefits the equipment and experiences have brought to the children. This year there’s a lot to be excited about and my colleagues are looking forward to supporting the scheme.”

The Paralympic Challenge, is a new initiative to get 2.5 million young people to learn more about Paralympic sports and try them out ahead of the Rio 2016 Paralympic Games. By taking part, schools can receive free equipment, online resources and the opportunity to win money can’t buy prizes, including a trip to Rio. Schools can register at

For more information on the Active Kids scheme and this year’s Paralympic Challenge please visit