posted on 9 February 2016

Daddy Cool called in at Sainsbury’s Trinity Walk and teamed up with local lad Joshua Lindley, to kick off this year’s Active kid’s campaign.

Joshua 10, from Wakefield, who suffers with cerebral palsy is currently been featured on the supermarket’s advertising campaign and can be seen on posters in Sainsbury’s stores up and down the country.

Joshua was invited to take part in the Stores own launch after his mother Joanne, who had earlier been in the store shopping, spotted a poster featuring her son at the stores entrance and enquired if it could be saved for him as a souvenir.

Customers can collect vouchers in store from 27th January – 3rd May to help registered schools, groups and clubs across Wakefield 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.

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.”

Dee O’Brien, Store Manager at Sainsbury’s Wakefield Trinity Walk, 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 www.ActiveKidsParalympicChallenge.co.uk

For more information on the Active Kids scheme and this year’s Paralympic Challenge please visit https://activekids.sainsburys.co.uk/


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