A healthy start for 'healthy start'

The vouchers can be used in a wide range of participating shops and pharmacies. Under the Welfare Food Scheme, tokens could only be exchanged for milk and infant formula but the new scheme offers much more flexibility and choice. Breastfeeding and non breastfeeding mothers will benefit equally from the scheme.

Around 500 retailers signed up under the old Welfare Food Scheme to accept milk tokens. However, under the new scheme the number nearly doubled with around 1000 outlets signing up. Over 9,000 women and children in Devon and Cornwall now receive Healthy Start vouchers. Across the UK as a whole around 720,000 people receive Welfare Food Scheme milk tokens.

An evaluation of Phase 1 of the scheme in Devon and Cornwall showed that the scheme was implemented effectively for beneficiaries, health professionals and retailers.

Public Health Minister, Caroline Flint MP said: "I am very encouraged by the number of shopkeepers who have signed up to provide goods under the Healthy Start scheme, which gives mums-to-be and families greater opportunity to make healthier choices. It also shows the vital role that local shopkeepers can play in helping families in their local community to eat more healthily. "Poor diet can have a huge impact on future health. We want to encourage families to eat healthily from the outset and that includes during pregnancy. Healthy Start vouchers will give pregnant women and low income families greater choice and flexibility in what they can buy. This will give children the best possible start in life."

Dr Gabriel Scally, Director of Public Health at NHS South West, said: "I am delighted at the success of Healthy Start in Devon and Cornwall and the valuable learning that has been gained. It is enormously important to have a healthy diet, but this can be difficult on a low income. Thanks to this scheme, more than half of those who received the vouchers said that they were now buying more fruit and vegetables than before. As this scheme is rolled out across the country I hope that its success continues to grow."

For further general information see the Healthy Start website using the link below. Retailers who sell any of the Healthy Start foods can apply to register as a Healthy Start food outlet. Information and application forms for retailers are available from the Healthy Start Retail Site (HSRU) using the link below.