Nurseries, schools, Scout and Guide groups, and Clubmark-accredited sports clubs could redeem vouchers for sports & cooking equipment, alongside active experiences such as dance, martial arts and keeping fit.

In 2011, Sainsbury's introduced ambassadors to its Active Kids campaign to help increase participation starting with David Beckham.

[2] In 2014, it was announced that from 2015 Beckham would be replaced by footballer Daniel Sturridge.

The voucher scheme ended in 2018 and was replaced with the Active Kids Holiday Clubs, offering daily summer holiday childcare 70 locations across the UK.

[4] The holiday clubs cost £7.50 per day and can be paid for using Nectar loyalty card points, money, or a combination of both.