Sainsbury's has announced a new scheme to help low-income families with their shopping, reintroducing a top-up to the NHS Healthy Start programme.
In the six-week run-up to Christmas, families on the Healthy Start scheme can apply for an additional £3 a week — or £12 a month — to spend on fruit, vegetables, beans and pulses. The NHS Healthy Start scheme is a government-run initiative that supports low-income families with young children, or pregnant women, across the UK to buy healthier food through a free prepaid card that is automatically topped up every four weeks.
Previous trial showed significant impact
Sainsbury's trialled a similar top-up in 2021, before the scheme moved to a prepaid card format, and it had a significant effect on shopping habits. Analysis by the Leeds Institute for Data Analytics, in partnership with IGD, found that Sainsbury's customers who redeemed a top-up coupon bought an average of 13 more portions of fruit and vegetables per basket compared to those who did not.
Eligible customers can sign up to receive a £3 eGift card by email each week for six weeks from November 18, which can be used in store and online. The gift card can be spent on fruit, vegetables, beans and pulses, including fresh, frozen, tinned and dried products.
Retailer and government backing
Nilani Srithran, Sainsbury's Head of Healthy & Sustainable Diets, said: “We know our customers want to get more fresh fruit, vegetables and fibre into family mealtimes. We’ve seen the difference extra support can make for families on Healthy Start, with our previous top-up trial helping customers buy an average of 13 more portions of fruit and veg per basket.
“That’s why we’re bringing back our £3 weekly top-up in the run-up to Christmas, when family budgets can face additional pressures. I’d encourage everyone on the Healthy Start scheme to find out more.”
Dame Diana Johnson, Minister of State for Public Health and Patient Safety, said: “Every child deserves the best possible start in life. That's exactly why Healthy Start matters so much to this government, helping families to put healthy food on the table.
“I'm delighted to see Sainsbury's bring back this additional support and I encourage other retailers to follow their lead so even more families can benefit.”
Anna Taylor, Executive Director of The Food Foundation, said: “It's great to see Sainsbury's adding such a generous top up to Healthy Start, and being the first mover in what we hope will be industry wide support to those on the scheme.
“This scheme reaches the most disadvantaged babies and toddlers in the country - and provides a vital nutritional safety net - but too many miss out on its benefits currently which is why we think the scheme should be urgently expanded.”
How to apply and eligibility
Those interested must register by 11:59pm on 9 November, 2026. Eligibility for the NHS Healthy Start scheme includes being more than 10 weeks pregnant, having parental responsibility for at least one child under one year old, or being a child under 4 years old whose parent or guardian is in receipt of a qualifying benefit.
The Government sends an NHS Healthy Start prepaid card, topped up every 4 weeks with payments of £4.65 for each week of pregnancy from 10 weeks, £9.30 each week for children from birth to one year old, or £4.65 each week for children aged between one and 4 years old. People can also get free NHS Healthy Start vitamins, including vitamin drops for children from birth to 4 years old and vitamin tablets for pregnant or breastfeeding women with a child under one.
