Iceland has become the first UK supermarket to promote a public service by physically supporting the digital NHS Healthy Start scheme.
The NHS Healthy Start scheme allows low income families in England, Wales, and Northern Ireland access free milk, fruit and vegetables, pulses, baby formula and Healthy Start vitamins.
Iceland’s ‘Could you get this milk for free?’ campaign announcement comes as NHS data has revealed 130,000 of the UK’s most deprived families are missing out on hundreds of pounds a year at a time when cost of living is rising dramatically.
“I am proud that Iceland is working with the Food Foundation, the NHS and the government to promote the important NHS Healthy Start and Best Start Foods schemes, to increase awareness and takeup,” Iceland Foods managing director Richard Walker said.
“From April this year our ‘Could you get this milk for free?’ campaign will be on every single one of our milk bottles, enabling us to reach millions of homes across the UK with details of the scheme.”
“We understand that many families are facing tougher financial situations than ever as a result of the cost of living crisis and the continued pressing need to help from our interactions with millions of customers each week.”
He added: “At Iceland we have a long history of supporting our local communities and offering great quality, low cost food and I hope this innovative approach will make a real difference to the thousands who don’t realise they are eligible.”
With effect from April this year, just as the NHS Healthy Start scheme switches to a digital card based offer, the special ‘Could you get this milk for free?’ labels will also feature a QR code on larger bottles, taking people directly to the NHS Healthy Start website where they can check their eligibility and apply.
Iceland revealed it will also be creating special campaign delivery vans which will deliver in areas of low take up across the UK.