Vitality, the business formerly known as PruHealth and PruProtect, has launched a new range of rewards and changes to the way in which members can access benefits.

VitalityNew rewards come from British Airways and Starbucks, while two new membership categories have been created.

Vitality said the changes mean Status Rewards members will be able to benefit from discounts of up to 40% on some British Airways flights .

Active Rewards members, meanwhile, will now receive a free drink from Starbucks, the coffee shop chain, for earning nine Vitality points on a weekly basis.

As part of the changes to the rewards programme, the Cineworld and Vue ticket reward will from April become an Active Reward. Members will need to earn nine Vitality points in a week to benefit from a free cinema pass, as an attempt to inspire even more members to form healthier habits.

Neville Koopowitz CEO of Vitality, said the new rewards demonstrate “the level of ambition we have here at Vitality”.

He said: “Our approach of offering protection and healthcare which focuses on wellness, rather than sickness, is unique to the market and something we are confident people will continue to see as attractive.

“Announcing benefits from British Airways and Starbucks is a fantastic way to launch the Vitality brand, and combined with our new approach to rewards, is something we are sure will help the UK population to continue making healthier decisions and improving their quality of life in 2015 and beyond.”