The Government is developing an app that will reward users who swap junk food for fruit and vegetables.
The app, set to launch in January, will work with a point system, monitoring supermarket purchases, calorie consumption and physical activity. Accrued points will be converted into discounts, free tickets and other incentives.
In a bid to fight the obesity epidemic, Prime Minister Boris Johnson has tasked entrepreneur Sir Keith Mills to develop the app scheme. Mills was chosen because of his previous experience launching Air Miles and Nectar Points.
With 63% of British adults classified as overweight and 28% as obese, the Government has been working to find ways to fight the obesity epidemic. It recently announced the ban of TV advertising of food and drinks high in fat, sugar and salt (HFSS) before the 9pm watershed ads and an online ban too.
The National Food Strategy, led by Leon restaurant owner Henry Dimbleby, was unveiled this month, calling for a levy on salt and sugar.
Boris Johnson also mentioned his on weight as a factor contributing to his COVID-19 hospitalisation last year.
A Whitehall source told The Daily Telegraph: “There is a whole team in Downing Street working on this, and the Prime Minister thinks that we simply cannot go on as before and that we must now tackle it head on. He has been on a very rigorous diet and exercise programme and it is likely he will play a leading role in fronting this whole campaign.”.
Public Health England has estimated that people with a BMI range of 35 to 40 have a 40% higher chance of dying from coronavirus than those with a BMI lower than 35.