AIA NZ launches HealthyFood Benefit to support healthier eating for New Zealanders

AIA New Zealand has launched a new AIA Vitality HealthyFood Benefit, giving members up to 25% off fresh fruit and vegetables¹ every month instore at Woolworths when they scan their Everyday Rewards Card, helping support healthier everyday habits. 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 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. 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.

However, current data shows only 6.8% of adults meet the recommended vegetable intake², highlighting a clear gap between intention and everyday behaviour, and a growing challenge for the health system over time.

The AIA Vitality HealthyFood Benefit is designed to help bridge that gap, supporting healthier choices today while contributing to better long-term health outcomes. The benefit links members’ AIA Vitality and Everyday Rewards programme accounts, enabling members to receive discounts directly at the checkout.

All AIA Vitality members who have linked their accounts and activated the HealthyFood Benefit in the AIA Vitality app each month, receive a 10% discount³ on fresh produce purchased instore at Woolworths when they scan their Everyday Rewards Card, increasing to 25%⁴ upon completion of an AIA Vitality Health Check, a free, short assessment that gives AIA Vitality members a snapshot of their overall health.

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

“At AIA NZ, 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 HealthyFood 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. We’ve seen that members who engage with the benefit purchase more whole foods, contributing towards healthier grocery baskets,⁵ and we’re motivated by the opportunity to get New Zealanders making these decisions as part of their everyday shop.”

Woolworths New Zealand General Manager of Public Affairs and Sustainability Kate Eastoe says the partnership aligns with the retailer’s focus on supporting healthier choices.

“Supporting our customers to make healthier choices is a core mission of our Group 2030 Sustainability Plan. This partnership delivers tangible value at the checkout, helping New Zealanders build healthier shopping baskets every day while making fresh, nutritious food more accessible.”

Everyday Rewards Head of Loyalty Stephanie Welch says the partnership highlights the programme’s focus on delivering more relevant value to members.

“We are incredibly proud to partner with AIA Vitality to power the HealthyFood benefit alongside Woolworths. This partnership represents a true alignment of values, offering our members greater everyday value and the flexibility to earn points where it matters most. With our members at the heart of every decision we make, we are excited to deliver a programme that not only rewards them, but actively supports them in leading healthy lives.”

Stanhope notes improving diet is one of the most effective ways to promote health and reduce long-term pressure on the health system.⁶

“Every improvement in diet today supports New Zealanders living Healthier, Longer, Better Lives, and initiatives like this show how the private sector can play a role alongside government in improving population health and easing long-term pressure on the health system over time,” says Stanhope.

The AIA Vitality HealthyFood Benefit forms part of AIA’s broader commitment to helping New Zealanders live Healthier, Longer, Better Lives, and reflects a growing focus on prevention as a core component of modern health and wellbeing infrastructure.