The scheme was launched under the name Club 0-5 in the late 90s, and later relaunched as Little Ones before being withdrawn in 2005. has been urged to bring it back by users of its 'Your Ideas' forum.
Services offered to members include in-store discounts, advice and information with a food and nutrition focus. A club magazine and website will be produced by Seven Squared, which also publishes Sainsbury's customer magazine.
The website will be the first significant digital activity by Seven Squared for Sainsbury's. The majority of its digital work is handled by AKQA.
The revamped club, which takes its name from Sainsbury's Little Ones own-label baby range, will be launched on 26 October.
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