Building on the success of previous years and supported by ambassadors David Beckham and Ellie Simmonds, Sainsbury’s has unveiled the Active Kids 2013 scheme, a nationwide initiative to help children lead healthier, more active lifestyles.
Following a year of unprecedented success in British sport, Sainsbury’s Active Kids 2013 scheme aims to build on the interest and excitement that was generated last year and harness the desire and enthusiasm created, hoping to inspire a generation of children to get more active.
Some of my happiest childhood memories involve the simplest activities, so I’m proud to be fronting the 1 Minute Challenges....
Now in its ninth year, the Sainsbury’s Active Kids scheme has so far put over 4.9 million pieces of equipment into the hands of millions of children across the UK.
Active Kids ambassador, David Beckham, said: “I know first-hand how important it is to get active from a young age and now as a father of four, it’s more important to me than ever to help pass that message to children.
“Some of my happiest childhood memories involve the simplest activities, so I’m proud to be fronting the 1 Minute Challenges and helping children – of all ages and abilities – to enjoy moving and getting active.”
Building on the renewed interest in Paralympic sport following London 2012, this year Sainsbury’s is working with Sport England to extend the Active Kids scheme to more groups that are inclusive and accessible to disabled young people.
That means more young people than ever before will have the chance to benefit and get active.
Justin King, Sainsbury’s CEO said: “This is a scheme that we’re very proud of and are delighted to have David and Ellie involved to help us take Active Kids to as many children across the UK as possible. It’s important to help keep children enthused about all different kinds of activities - from play to sport - and we’re confident that Active Kids 2013 will help achieve this goal.” 
2013 sees a new and exciting element added to the Active Kids scheme - the Active Kids Challenge. Harnessing the success of the Million Kids Challenge, Sainsbury’s is encouraging schools, groups and clubs to complete six weeks of challenges.
Each week starts with four new challenges - Game, Skill, Food, and David Beckham’s 1 Minute Challenge - to encourage children to lead healthier, more active lifestyles.
Organisations that complete all six weeks of the challenges get the chance to win places at the Active Kids Challenge Live! event to meet David Beckham and Ellie Simmonds.
To be in with a chance of attending the event, organisations are urged to get as many children to take part in the four activities each week, for six weeks, which encourages children to tackle tasks such as target practice and bench steps.
Launching the scheme, children from Vaughan Primary School competed in a series of Beckham 1 Minute Challenges in an event hosted by Ellie Simmonds and Matt Dawson.
Active Kids ambassador Ellie Simmonds said: “Now is the time to make sure we’re maintaining children’s excitement around sport, and in particular Paralympic sport.
"We made great progress last year and schemes like Active Kids will help to continue that to make sure the next generation is active and involved in a huge range of activities.”
Customers can collect Active Kids vouchers when they shop at Sainsbury’s until 22 May 2013 (exclusions apply). Registered organisations, including schools, nurseries, scout and guide groups and sports clubs, can redeem Active Kids vouchers for a range of equipment and experiences to help get kids active.
For more information, customers can log onto www.sainsburys.co.uk/activekids