Data published by the Food Foundation (March 2025) highlights that 14% of households (an estimated 7.3 million adults) in England were affected by food insecurity in January 2025.

Households with children, single-parent families, those in receipt of Universal Credit or living with a disability continue to be much more likely to experience food insecurity.

Findings from Gloucestershire’s Pupil Wellbeing Survey also highlights an association between food availability and deprivation; with pupils from lower income areas more likely to report not having food in the home that allows them to eat healthily.

The first years of life are critical for children’s growth and development, and it is imperative they receive nutritious food during this time to help them grow healthily.

The Healthy Start scheme acts as a nutritional safety net; helping lower income parents and pregnant women pay for fruit, vegetables, pulses, milk and formula. It is worth:

• £4.25 for each week of pregnancy from 10 weeks,
• £8.50 a week for babies up to one year old,
• £4.25 a week for children up to four years old.

*(benefit uplift from 2026)

Healthy Start beneficiaries can also access free vitamins available to those who are pregnant or breastfeeding, and children under the age of 4.
Cllr Paul Hodgkinson (GCC, Cabinet Member for Public Health, Communities & Fire) said: “The most recent data we have (from June 2024) shows that 66% of eligible families in Gloucestershire are using Healthy Start. We’d like to see that number go above 70%. Too many families are missing out on this important support and with the cost of living still high, that needs to change.”

Joanna Scott, Programme Director, Feeding Gloucestershire, added: “We know that many eligible families aren’t aware that they qualify for this support, so it is clear we need to try and tackle this to ensure Gloucestershire families are receiving the help they are entitled to.”

Feeding Gloucestershire has awarded microgrant funding up to £1000 for each district to purchase Healthy Start communication materials including posters, banners and leaflets to promote the scheme and support targeted communications to families known to be eligible and not currently signed up to the scheme.

Feeding Gloucestershire is also working to establish Healthy Start Champions who can speak with families, advise them on their eligibility, and support families in completing application forms.

At the same time, Feeding Gloucestershire’s website has a new section on Healthy Start which signposts professionals and families to information and training materials to help raise awareness of the scheme and support eligible families to access Healthy Start benefits.

*Restoring the value of the Healthy Start scheme from 2026 to 2027, raising value of payments by just under 10% from £4.25 to £4.65 and double for children under 12 months.