The UK Government-backed trial is thought to be the first of its kind in England. It will see participants given free fitness trackers linked to the Better Health: Rewards app, which will then generate personalised health goals for each individual, such as increasing their step count or eating more fruit and vegetables.

Over 20 weeks, participants will collect points for each goal they complete, which they can exchange for rewards, including discounts for cinema tickets, and clothes or food vouchers.

The Government has made £3 million available for incentives, if users meet weekly challenges and improve their diet and physical activity behaviours. The app includes budget-friendly tips that support users to develop healthier habits, and challenges have been designed to be completed anywhere, with no access to a gym required.

Several national supermarkets will be participating in the scheme, enabling users to earn money off their food shop. Hundreds of other rewards are also on offer, including vouchers and merchandise from a number of large retailers. Gyms and leisure centres across Wolverhampton are offering vouchers and discounts, and users can also swap points for cinema tickets or family activities. 

Health and Social Care Secretary Steve Barclay said the trial will help the Government see how it can empower people to make healthy lifestyle changes.

“The pilot is an opportunity to explore how we can further harness technology to support people to improve their physical health, prevent illnesses before they develop, and help ease pressure on the NHS,” he remarked.

Health minister Neil O’Brien added that the app is about “making it easier for people to eat better and increase physical activity”.

The pilot, which is being delivered by the Office for Health Improvement and Disparities in partnership with the City of Wolverhampton Council, has benefited from expert advice from Sir Keith Mills, who helped pioneer the well-known reward programmes Airmiles and Nectar.

Health incentives advisor Sir Keith said: “Through the pilot we’ll have exciting and innovative partners on board, which will help motivate people to want to earn incentives but also should help them overcome barriers to making healthy decisions in future. I’m looking forward to see how this scheme develops.”

One-third of the population of Wolverhampton is classed as being physically inactive, while the number of adults in the city eating five portions of fruit and vegetables a day is below average.

Solutions deployed by the City of Wolverhampton Council to try to improve the health and wellbeing of the local population include a £1 million upgrade of equipment at three WV Active leisure centres, and the development of a free activity programme for children and young people.

Councillor Ian Brookfield, leader of the Council, said: “We’re already making significant progress in tackling physical inactivity, improving infrastructure, and making environmental changes to enable people to be more active, and we’re delighted to be working with the Department of Health and Social Care and HeadUp on this important pilot programme to see whether offering incentives can help people make positive changes to improve their health and wellbeing.”

It's estimated that obesity and its associated health problems cost the NHS £6.5 billion annually. Addressing the issue could save the NHS billions over time, ensuring funds are spent on frontline services and cutting waiting lists, as well as improving the quality of life for millions.