01 February 1998

J SAINSBURY is extending its Reward card loyalty scheme to young families, even to babes in the womb, with its new 0-5 Club. The application form tells applicants their families can save up to £100 a year via the card and asks mothers for the names, sexes and birthdays of their children under five. Pregnant women are requested to state the date their baby is due, as well as the number expected! The small print requests 'your permission to communicate directly with your children as they develop and grow older' but, despite requesting permission, offers only an opt-out mechanism. Sainsbury claims it has no plans at present to mail anything other than Christmas and birthday cards to children, although parents are likely to get mailings in-viting them to join Sainsbury's Bank.