People who lose weight and start eating healthier food could be rewarded with discounts under government-backed reward scheme

Families could receive discounts and free tickets under a government-backed rewards programme to encourage the public to eat healthier food and exercise more.

The proposed scheme will monitor supermarket spending and reward those who reduce their calorie intake and buy more fruit and vegetables.

It will also hand out 'loyalty points', via an app, to those who increase their exercise by taking part in organised events or walking to school.

Under the plan, the points earned through exercise and healthy eating would be exchanged for discounts, free tickets or other incentives.

The scheme is to be launched in January, The Daily Telegraph reported.

Sir Keith Mills, the entrepreneur behind Air Miles and the Nectar loyalty scheme, has reportedly been drafted in to help lead the initiative.

The proposed scheme will monitor supermarket spending and reward those who reduce their calorie intake and buy more fruit and vegetables (file photo)

Pilot schemes will examine the best ways to encourage families to make changes to their diet and exercise habits.

Companies such as Capita and Serco are understood to be among those bidding for contracts.

Earlier this month, the Government issued a tender for the £6 million pilot. About 40 firms are understood to have shown interest.

Last week a new National Food Strategy, published by Boris Johnson's food tsar Henry Dimbleby, recommended Britain should introduce the world's first tax on sugary and salty food.

It will also hand out 'loyalty points', via an app, to those who increase their exercise by taking part in organised events or walking to school (file photo)

Mr Dimbleby, founder of restaurant chain Leon, said the tax would encourage firms to reformulate their recipes or reduce portion sizes.

The report proposed a new tax of £3 per kilogram on sugar and £6 per kilogram on salt sold wholesale for use in processed foods, or in restaurants and catering businesses.

The 'snack tax' would see 87p added to a box of Kellogg's Frosties and 63p added to a jar of Bonne Maman Raspberry Conserve.

But when the Prime Minister was asked about the report's recommendations, he said: 'I will study the report. I think there are doubtless some good ideas in it.

'I am not, I must say, attracted to the idea of extra taxes on hard-working people.' Britain has had a sugar tax on soft drinks since 2018.