Iceland have launched its support for a brand new Scottish Government scheme aimed at helping eligible families have access to the nutritional food they need.
The frozen foods supermarket chain has partnered with global food producer Del Monte to support the Best Foods Scheme, a grant designed to help towards the costs of being pregnant or looking after a child.
It is the first time that a supermarket has joined with a brand to show support for the scheme and comes just as families have been hit with soaring costs on their groceries. The move has since been welcomed by the Scottish Government and is the latest initiative to be launched by Iceland in response to helping shoppers during the cost of living crisis.
Costs at supermarkets across the country have slowly been rising this year and shoppers have been warned by the British Retail Consortium (BTC) that food prices have soared at their fastest rate since 2008.
The landmark partnership will ensure that families in need will be able to buy healthy food and milk, such as fruit and vegetables, pulses and first infant formula milk, without struggling to make ends meet.
The scheme, one of 12 benefits administered by Social Security Scotland, offers families with eligible children up to £36 every four weeks on a pre-paid card to buy healthy food for them.
They’re part of the 5 family payments you may be able to get from Social Security Scotland, along with Scottish Child Payment and the three Best Start Grants: Pregnancy and Baby Payment, Early Learning Payment and School Age Payment.
Those eligible for the scheme will be provided with £18 every four weeks throughout pregnancy, £36 every four weeks from birth until a child turns one, then £18 every four weeks until a child turns three.
Iceland's trailblazing partnership for the scheme will allow families to use their Best Foods card in any Iceland or The Food Warehouse Store, meaning they don't have to sacrifice nutritional value due to costs.
It comes just as recent data from The Food Foundation has found that children experiencing food insecurity has risen from to 17.2% from 12.1% back in January 2022.
This represents 2.6 million children aged under 18 who live in households that do not have access to a healthy and affordable diet, putting them at risk of suffering from diet-related diseases.
Richard Walker, Managing Director at Iceland, said: “Our partnership with Best Start Foods and Del Monte is so important, when the difference could mean families have access to essentials like food and first infant formula milk.
“As a proud supporter of the scheme, we know that one of our roles is to continuously raise awareness of its offering – which is why, earlier this year, we became the first supermarket to add Best Start Foods messaging to nine million of our milk bottles across Scotland, enabling us to reach millions of homes with the details of the scheme.
“Now, we are the first again to partner with a brand in supporting Best Start Foods. We hope that, in broadening the options for low-income families so they can buy the brands they know and love, even more will come forward to claim their financial support during this hard time.”
The partnership will see Del Monte produced food repackaged with a new design to highlight to shoppers other products in the scheme, how to locate them and maximise the use of their Best Start vouchers.
Martin Tilney, Senior Commercial Director at Del Monte, said: “Fresh Del Monte has a century-long commitment to fresh fruit with no compromise on quality. We are proud to be the first brand available on the Best Start Foods Scheme, helping families get the nutrients they need and driving more take-up at such a critical time.”
Here are all the items that can be purchased using the Best Start vouchers:
- Del Monte Strawberries (£2.50, 350g)
- Del Monte Pineapple Chunks (£2.50, 450g)
- Del Monte Blueberries (£2.50, 400g)
- Del Monte Pomegranate Seeds (£2.50, 300g)
- Del Monte Mango Chunks (£2.50, 500g)
- Del Monte Raspberries (£2.50, 300g)
- Del Monte Blackberries (£2.50, 300g)
- Del Monte Lemon Slices (£2.50, 350g)
- Del Monte Lime Slices (£2.50, 325g)
- Del Monte Strawberry & Banana Smoothie Mix (£2.50, 500g)
- Del Monte Summer Fruits (£2.50, 430g)
- Del Monte Peach Slices (£2.50, 500g)
- Del Monte Summer Fruit Salad (£2.50, 500g)
- Del Monte Black Forest Fruits (£2.50, 500g)
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