Coles supermarkets has announced it will now offer 10 per cent discounts on fruit and vegetables to customers who reach step targets using activity trackers like Fitbit.

In an Australia supermarket first, between 14 September and 30 November 2016, Coles customers will receive a 10 per cent discount on fresh fruit and vegetables each time they log 100, 000 steps. Each customer will receive a maximum of five discounts and need to be members of Wesfarmers rewards program, Flybuys.

Flybuys General Manager, Adam Stiry, said the initiative was about encouraging healthy behaviours.

“Flybuys is always trying to innovate and find new ways to offer relevant rewards to our members, bringing together some of our health partners such as Coles, Fitbit, Medibank, Garmin and Goodlife Health Clubs. We hope that it will encourage Flybuys members to make healthy choices this spring,” he said.

Coles will also reward its most active shoppers with bonus Flybuys points and the customer who logs the most steps will win a trip for four to Hawaii.

Those participating in the program will receive an email notifying them once they have reached their 100, 000 step goal and are eligible for a discount. Customers need to link their activity tracker with their Flybuys account online to start accumulating discounts.

Coles is launching the discount program after surveying 3, 000 Australians in December 2015 and finding one in five wear an activity tracker. The survey also discovered 40 per cent of respondents said eating more fresh fruit and vegetables was their number one priority for 2016.

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