Iceland will continue to support customers by promoting the NHS Healthy Start scheme on 81 million bottles across England, Wales and Northern Ireland with its ‘Could you get this milk for free?’ campaign.
The campaign’s special ‘Could you get this milk for free?’ bottles will hit shelves from today, with an additional nine million branded milk bottles also supporting Best Start Foods in Scotland.
To support the launch, the retailer also partnered with TV presenter Chris Bavin who delivered free milk and vegetables along with the promise of free milk for the year to the Action for Children centre he visited.
Bavin also works closely with UK charity Action for Children which helps vulnerable children and young people and their families to support children living in food poverty.
The delivery Bavin made featured a delivery van with large ‘Could you get this milk for free?’ branding and a QR code – linked to the NHS Healthy Start website where people can immediately check their eligibility and apply.
The vans are set to travel neighbourhoods where uptake is low in Manchester and London – to increase awareness and encourage uptake for those eligible.
The move after various measures of support amid the cost of living crisis, with Iceland launching a £1 price freeze and trialling ethical credit for groceries.
“I am proud that Iceland is the driving force behind such a simple yet innovative approach to helping low income families access free, healthy food at a time when the cost of living crisis is really hitting home,” Iceland Foods managing director Richard Walker said.
“I am eager for Iceland’s efforts over the coming weeks to drive uptake to a higher level than seen before, and by helping to promote this important scheme on Iceland milk bottles, I really hope we can help those in need during this difficult time.”
Bavin added: “The work that Iceland and charities such as Action for Children are doing in letting people know that these benefits are there is incredible and I’m so happy to be able to play a part in highlighting that.”
“All children deserve a healthy start in life and getting that message onto milk bottles – and from there onto people’s tables – could be life changing, especially for those struggling most with the current cost of living crisis.”