After conquering grocery shoppers and Barclaycard users, Nectar, Britain's largest loyalty card scheme, has signed up three new partners in an effort to attract more men and younger people.

LMUK, which runs the scheme, hopes that Vodafone will encourage teenagers to sign up and that First Quench, which owns the Threshers and Bottoms Up off-licences, will attract greater numbers of men.

The third new partner, Adams, the childrens' clothes retailer, will bring the total tied into the scheme to seven. Since Nectar's introduction in September the four original partners, Barclaycard, Sainsbury, BP and Debenhams, have recruited more than 11m cardholders among them, propelling the scheme ahead of its nearest competitors, Tesco's Club Card and Boot's Advantage card.

The three new outlets are expected to be fully linked-in by spring when their customers will be able to collect Nectar points each time they spend £1 or more.

LMUK estimates that the new partners will bring in three million more recruits, passing Nectar's original target of 50% households using the scheme by September. LMUK's chairman, Keith Mills, said he expected a further five or six new partners from a range of sectors including utilities to sign up by the end of the year.