Our report on AIA NZ’s new healthy food benefit which offers members a substantial discount off fresh fruit and vegetables every month attracted strong reader interest this week…

AIA New Zealand has launched a new AIA Vitality HealthyFood Benefit, providing eligible members up to 25% off the cost of fresh fruit and vegetables every month up to a maximum spend of $60.

The discount applies instore at Woolworths when members scan an Everyday Rewards Card. By promoting healthier habits at scale, AIA believes the initiative can play a role in improving population health and easing long-term pressure on the health system.

The new benefit was launched to advisers earlier this month, with the insurer reporting it has received strong positive feedback from advisers about how it strengthens conversations with clients about the value of health and wellbeing. It reports it has also received strong early support from members.

AIA notes “Advisers have told us the AIA Vitality HealthyFood Benefit provides a new way to demonstrate real, everyday value and highlighted how it resonates with a broad range of clients because it supports both wellbeing goals and household budgets, making it especially relevant in the current economic environment.”

It adds that advisers have also told the company they appreciate that this benefit is relevant to everyone. “While AIA Vitality is often associated with physical activity and fitness goals, everybody eats.”

The launch builds on AIA’s refreshed 5590+ report, which highlights that most preventable illness in New Zealand is connected to a small number of modifiable behaviours, including nutrition.

At an event last week at Woolworths Takapuna on Auckland’s North Shore AIA CEO Nick Stanhope (centre) was joined by AIA NZ Ambassador Ian Jones (left), local MP Simon Watts (right) along with media and senior staff. Stanhope explained how the benefit would work for members. ©Michael Bradley

“With around 90% of deaths linked to non-communicable diseases such as heart disease, certain types of cancer and diabetes, improving everyday nutrition represents one of the most effective ways to support long-term health outcomes,” the company says.

Current data shows only 6.8% of adults meet the recommended vegetable intake.

“The benefit links members’ AIA Vitality and Everyday Rewards programme accounts, enabling members to receive discounts directly at the checkout.”

Members who have linked their accounts and activated the benefit in the AIA Vitality app each month, receive a 10% discount (percentage discount applies on a maximum eligible spend of $60 per calendar month) on fresh produce purchased instore at Woolworths when they scan their Everyday Rewards Card.

This increases to 25% (again up to $60 a month) upon completion of an AIA Vitality Health Check.

AIA New Zealand CEO Nick Stanhope says the benefit is about supporting healthier choices for New Zealanders.

“We believe insurance should do more than pay claims and should actively support New Zealanders to live Healthier, Longer, Better Lives. We know small, sustained changes in everyday behaviour can have a meaningful impact on long-term health.

“The benefit builds on global evidence from the Vitality HealthyFood model, which shows that rewards at the checkout can help people make healthier food choices over time,” he says.