Sainsbury's is bringing back its Healthy Start top-up, offering low-income families with young children an additional £3 a week towards healthy food for six weeks, a move the supermarket says is a first for a UK retailer.
The scheme, which runs from November 18, could provide up to £18 in support in the run-up to Christmas. Eligible customers will receive a free pre-paid Healthy Start card, topped up automatically, and can sign up to receive a £3 eGift card by email each week for six weeks.
Support after 2022 scheme change
Sainsbury's says it is the first retailer to offer this additional support following the scheme's digital transition in 2022. The company took part in a trial of the scheme in 2021, before it changed to a pre-paid card format.
During that trial, those given top-up coupons bought around 13 more portions of fruit and vegetables per basket compared to those without. The retailer hopes other companies will follow suit as part of an "industry-wide initiative."
Industry reaction and eligibility
Nilani Srithran, Sainsbury's head of healthy and 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."
Dame Diana Johnson, Minister of State for public health and patient safety, added: "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 is "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." She added: "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 the offer works
Those eligible for the Healthy Start card, which can be spent in-store or online, can sign up to receive their first £3 eGift card via email on November 18. The card can be used to buy fresh, dried, frozen and canned fruit, vegetables, beans and pulses.
Once spent within seven days of receipt, customers will receive a further £3 eGift card each week, provided it continues to be spent, up to December 23, 2026.
