Sainsbury's has scooped a major transfer coup just three months into the new football season as Daniel Sturridge becomes the supermarket's newest ambassador.
The Liverpool and England striker will be the face of Sainsbury's healthy eating campaign, as well as its Active Kids scheme. The initiative is aimed at getting more children involved in sport and eating better foods. The supermarket has committed to get 20 million youngsters active by the end of 2020.
Sturridge follows in the footsteps of David Beckham who starred in Sainsbury's campaign last year. The Liverpool centre forward will be joined by London 2012 Paralympic gold medallists Ellie Simmonds and Jonnie Peacock. All three will feature in a series of television adverts as part of the Active Kids 2015 campaign, which is set to be launched in the New Year.
As part of the Sainsbury's goal of getting children to make healthier meal options and get them exercising more the supermarket will be launching its Active Kids voucher collection scheme. This scheme has so far helped schools and organisations buy £150 million pounds of equipment and with a current England international fronting the new campaign it hopes to push this further in the future.
Speaking about his new role, Sturridge said: "I’m proud to be partnering with Sainsbury’s to give children all over the country the opportunity to lead healthier lifestyles.
"I remember the launch of Active Kids in my school and the difference it made to our PE lessons and look forward to seeing even more children benefit from it."
Since his move from Chelsea to Liverpool, Sturridge has established himself as one of the best strikers in England. He played a major part in guiding the Merseyside club to a second placed finish in last year's Premier League while also scoring for England against Italy at the 2014 World Cup in Brazil.