(Image: Sainsbury's)
Sainsbury’s is reintroducing its Healthy Start top-up scheme, offering extra support to low-income families in the run-up to Christmas.
Eligible families in England, Wales and Northern Ireland can sign up to receive an additional £3 per week for six weeks (£18 in total), which can be used to buy fruit, vegetables, beans and pulses.
The offer is available through the NHS Healthy Start scheme, which provides a prepaid card topped up every four weeks to help families buy healthier foods.
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.
"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."
Sainsbury’s first trialled the Healthy Start top-up in 2021, before the scheme transitioned to a prepaid card format.
Analysis by the Leeds Institute for Data Analytics, in partnership with IGD, found that customers using the top-up coupon purchased an average of 13 more portions of fruit and vegetables per basket.
How can families apply for the NHS Healthy Start top-up scheme?
From November 18, eligible families can sign up to receive a £3 eGift card by email each week for six weeks.
The card can be used in store and online.
It is valid on fresh, frozen, tinned, or dried fruit, vegetables, beans and pulses.
Customers must register by 11.59pm on Monday, November 9 on the website here.
The scheme supports Sainsbury’s broader goal of increasing the amount of fibre and fruit and vegetables in customers’ diets, making healthier choices more affordable and accessible.
Dame Diana Johnson, Minister of State for Public Health and Patient Safety, said: "Every child deserves the best possible start in life.
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"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."
Sainsbury’s has also introduced 'Full on Fibre' labelling across its products as part of its efforts to promote healthier eating.
What are your thoughts on Sainsbury's reintroducing the Healthy Start top-up scheme? Let us know in the comments.