The UK's first caterer loyalty programme has been launched by US marketing company BI Worldwide.

The Foodservice Rewards scheme allows caterers to earn points when buying products from participating brands, which can be traded in for prizes such as digital cameras and days out.

The online project, which was pioneered in the USA, claims that it is different from existing schemes because it has a range of manufacturers on board and it rewards the end-user.

Nestlé and Young's Bluecrest are already signed up in the UK.