The government is planning a loyalty scheme to support its Change4Life initiative that will involve local authorities, NHS Trusts, supermarket chains and Premiership football clubs. The idea behind the scheme is to reward consumers for buying healthy foods, so a shopper would receive loyalty points for buying wholemeal bread over white, and fruit purchases would be rewarded but items high in saturated fat would not. The Department of Health has provided £3.5m funding for a Manchester trial, which will run over three years. It is hoped that the model will expand to other towns and cities in the UK. Collected loyalty points will be “cashed in” in a variety of ways, such as free or discounted memberships for council sports and art facilities or exclusive experiences at the signed up major Premiership club in the area. Last year the government announced a change in its anti-obesity strategy, which Change4Life is part of, away from children and towards adults. Dawn Primarolo, the public health minister, said that while there were early signs that the government may be halting the rise in childhood obesity, more than 60% of adults in England were overweight or obese. The comments came as the Department of Health published its one year on review of its obesity strategy. In the Healthy Weight Healthy Lives, one year on report, the government outlined its strategy to tackle obesity with the “ambition of being the first nation to reverse the rising tide of obesity”.