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Launching on 15 February, customers who redeem the Government’s Healthy Start voucher when shopping with Sainsbury’s will be give a £2 coupon to use towards buying fresh fruit and vegetables during their next shop. 

Ruth Cranston, group head of corporate responsibility and sustainability at Sainsbury’s, said: “The effects of the pandemic have been far reaching so it is crucial that we support families that may be struggling at this time.

“At Sainsbury’s, we want to support those in our communities who need it most, which is why we’re topping up the Government’s Healthy Start vouchers to make sure as many people as possible have access to nutritious food.

“Alongside our ongoing partnerships with FareShare and local food banks, we hope this goes some way to help people through this difficult time.”

Redeemable in 552 Sainsbury’s supermarkets, the coupon aims to help families in need of access to nutritional produce through half term and beyond.

Marcus Rashford MBE added: “When forming the Child Food Poverty Taskforce, there was an overwhelmingly strong appetite from the food industry to play an active role in combating child food poverty across the UK.

“I am really proud of the commitment members such as Sainsbury’s have shown in recent months to achieve this. Childhood development is a key focus, making sure nutritional needs are met to support growth, and overall health.

“My greatest ambition is to see children starting life on an equal playing field, regardless of the area they grow up in. This top-up is a step in the right direction and will make a big difference in guaranteeing children get everything they need to conquer daily challenges.”