In the United Kingdom, around 7.5 million individuals are currently experiencing food poverty, with the ongoing cost-of-living crisis placing immense strain on households. To combat this, various support mechanisms exist, including the NHS Healthy Start initiative. This programme assists pregnant women and low-income families in purchasing essential healthy items like milk and fruit.
Supermarkets Engage in Active Discussions
During the COVID-19 pandemic, several major supermarkets, including Sainsbury's, enhanced the Healthy Start scheme by providing an additional £2 voucher per week on top of the standard allowance. Although these top-ups ceased post-pandemic, there is now renewed interest from retailers in reviving this crucial support.
Representatives from Tesco, Aldi, Sainsbury's, and Asda have informed Members of Parliament that they are 'in talks' to potentially reintroduce these top-up vouchers for parents struggling under the Healthy Start scheme. This revelation came during a recent session with the Health and Social Care Committee, where executives were questioned about food affordability and healthy eating.
Sainsbury's Commitment to Finding Solutions
Nilani Sritharan, Sainsbury's Head of Healthy & Sustainable Diets, confirmed to Metro that the supermarket is 'working' to make a top-up feasible. She indicated that Sainsbury's would offer £2 vouchers again if the scheme reverted to the paper-based system used during the pandemic. The transition to prepaid cards in March 2022 introduced technological challenges that initially led to the discontinuation of top-ups.
Sritharan emphasised: 'We have a long-standing commitment to helping families access healthy, affordable food, which is why we previously offered a £2 top‑up for customers using the Government’s Healthy Start scheme. We know how impactful that support was for those who needed it most, so we are actively working with the Government to find solutions that would make a top‑up possible under the new digital system.'
Other Retailers Express Openness
Oonagh Turnbull, Tesco's Head of Health and Sustainable Diets Campaigns, stated that the retailer is 'actively involved in conversations with industry bodies to see what is possible.' Similarly, Beth Fowler, Asda's Senior Manager for Healthy and Sustainable Choice, noted that top-up vouchers would be considered if the scheme returned to paper vouchers, though it would require investment.
Liz Fox, Aldi's National Sustainability Director, described the possibility as a 'maybe,' highlighting the need to understand how top-ups would integrate with their systems. She added: 'Aldi does accept Healthy Start vouchers and we would be open to adding value at the till [but] we would need to understand how we would be able to make that work. We have been talking with the NHS team recently on this.'
Eligibility and Benefits of Healthy Start
The Healthy Start scheme is available to individuals who are more than 10 weeks pregnant or have children under four years old. Eligibility also requires a monthly take-home pay of £408 or less from employment and receipt of certain benefits like income support or jobseeker's allowance.
Successful applicants receive a prepaid Mastercard, which is reloaded every four weeks. The funds can be used to purchase:
- Plain liquid cow's milk
- Fresh, frozen, and tinned fruit and vegetables
- Fresh, dried, and tinned pulses
- Infant formula milk based on cow's milk
The card can also be used to obtain Healthy Start vitamins and vitamin drops for babies and young children.
Financial Support Details
The scheme provides varying amounts based on circumstances:
- £4.25 per week during pregnancy from the 10th week
- £8.50 per week for children from birth to one year old
- £4.25 per week for children aged one to four years old
Support ceases after a child's fourth birthday or if the recipient no longer qualifies for benefits.
Metro has reached out to other retailers, such as Lidl and Waitrose, to inquire about their potential participation in similar top-up initiatives. The outcome of these discussions could significantly impact millions of families across the UK, offering a vital lifeline in the face of escalating living costs.
