J Sainsbury : Sainsbury’s Active Kids Launches Completely FREE Virtual Summer Programme, with Paralympians Ellie Simmonds and Jonnie Peacock

The 20-day boredom-busting programme, Active 20 challenge, aims to keep children entertained through the summer holidays with Paralympians Ellie Simmonds and Jonnie Peacock

Sainsbury's has today announced the launch of its Active 20 challenge, a twenty-day free-to-access virtual summer club for children aged 5-15 led by Ellie Simmonds and Jonnie Peacock.

The programme, which replaces the Sainsbury's Active Kids Holiday clubs this year, is run in partnership with Premier Education and will be available in a brand-new virtual format that is free to access and available to all.

The offering, which aims to encourage children to stay healthy and keep active during the school summer holidays, will take place from 3rd August to the 28th August, with new activities and programmes being announced each week.

The Active 20 challenge will see children aged 5 -15 take part in a series of inclusive activities, centred on physical activity, health and wellbeing, as well as arts and craft.

With kids' clubs closed this summer the resources aim to keep children moving and motivate them to develop new skills and discover new interests. The activities are all suitable to do at home and children are able to take part independently or with other members of their family in a safe environment.

The free resources will be made available online, with a weekly timetable video from Active Kids ambassadors, Ellie and Jonnie, on Pinterest and content shared on Instagram on a daily basis.

Sainsbury's Active Kids ambassador, Ellie Simmonds, said: 'Activity clubs were a huge part of my school summer holidays growing up; I always looked forward to the sense of community they provided me with, as well as providing a great way to exercise. It's been a joy to help other kids keep active and connected during my longstanding time as an ambassador for Sainsbury's.
'The Active 20 challenge will offer this experience online and help to encourage children to stay mentally and physically active from home over the summer. I can't wait to kick things off with Jonnie.'
Sainsbury's Active Kids ambassador, Jonnie Peacock, said: 'The Active 20 challenge is a great way to continue to encourage kids to get active and stay healthy during the school summer holidays. I can't wait to support the participants as they take part in the challenges, both independently and with their families. It's set to be an amazing four weeks.'
Jack Wallace, Head of Marketing and Planning for Sainsbury's, said: 'It is important we provide parents with the resources to help keep their children healthy, happy and entertained during the school break. The Active 20 challenge aims to do just that while also motivating and inspiring children to develop new skills and discover new interests, all from the comfort of their home in a safe environment.

'We're also delighted to see Jonnie and Ellie continue in their roles as Active Kids ambassadors, they're brilliant role models and great at motivating individuals to take part.'

To find out more about Sainsbury's Active Kids, head to the Sainsbury's Instagram channel and Sainsbury's Pinterest channel.

The Sainsbury's Active Kids Active 20 Challenge follows a number of recent initiatives from Sainsbury's to help its community, including:
• Trialling an innovative new virtual queuing system in five stores to test whether the technology will help customers stay safe, save time and shop conveniently
• Becoming the first major supermarket to stock The Big Issue in April this year
• Raising over £4.1 million for Comic Relief and BBC Children in Need, by matching donations from Sainsburys, Argos, Habitat and Nectar customers in a joint appeal which ran 9th April to 1st May
• Launching Volunteer Shopping Cards to make it easier for customers to shop on behalf of the elderly, disabled and vulnerable, among other customers who can't shop for themselves