A new, tailor-made video explains how those in Sefton who are 10 or more weeks pregnant or who have a child under 4 may be able to get help to buy healthy food and milk.

How Healthy Start works and how to apply

Recorded at locations and with local people across the Borough, the new film explains how the national Healthy Start scheme works and how to apply for it. 

You can watch the video here.

To qualify for Healthy Start, you need to be part of a low-income household that receives certain DWP means-tested benefits.

For most people, this will be Universal Credit. Households where people work part-time and take home less than £408 a month also qualify. And even if you don’t have leave to remain, are seeking asylum, or have no access to public funds, you’re still entitled to Healthy Start.

Automatically topped up

The Healthy Start card is sent to eligible individuals with instructions on how to activate and use it. The card comes with the first payment on it and is automatically topped up every 4 weeks.

Healthy Start can be used to buy a range of goods including fresh cow’s milk, infant formula milk based on cow’s milk, fresh, frozen and tinned fruit and vegetables, dried and tinned pulses such as chickpeas, beans and lentils.

Through Healthy Start, eligible pregnant mums get £4.25 each week after the 10th week of pregnancy. Parents and carers who qualify for Healthy Start receive £8.50 per week for children from birth to 1 year old and £4.25 each week for children between 1 and 4 years old.

This is set to increase which means that from April 2026, pregnant women and children aged over one and under four years old will each receive £4.65 per week, up from £4.25. Children under one years old will receive £9.30 per week, up from £8.50.

Sefton Council and it partners have made the new film to explain the scheme and encourage parents and carers in Sefton to apply.

Healthy and nourishing products

Councillor Mhairi Doyle, Cabinet Member for Public Health and Wellbeing, said: “Healthy Start does just what it says on the tin. It gives babies and young children in eligible families a healthy start in life by providing valuable help with healthy and nourishing products such as milk, food and vitamins.

“It’s so good we wanted to make sure as many people in Sefton who are parents and carers, or are going to be soon, are aware of the scheme, understand how it works and know how to apply.”

Invaluable

The new 3-minute film features a mum who says that the Healthy Start card has been really invaluable to her and her family financially. In the video she says: “It helps you give your children the best start in life — fresh food, fresh vegetables, and plenty of cow’s milk.”

ASDA Community Champions Colette Joynson and Sharon Gregory Wareing explain that you can use your Healthy Start card at supermarkets, pharmacies, convenience stores, and petrol stations, as long as they display the Mastercard sign. It can’t be used online.

Danny Corless from St. Leonards Pantry explains there are several pantries across Sefton where you can use your Healthy Start card to buy fresh fruit and vegetables, fresh milk and tinned goods.

Meanwhile, Health Visitor Student India Green explains that in Sefton free vitamins are available for every pregnant woman and for new mothers during the first year of their baby’s life. They can be collected from any Family Wellbeing Centre or from the health visitor when they visit. They are also available from the May Logan Healthy Living Centre in Bootle.

Applying is easy

Councillor Doyle continued: “Applying for Healthy Start is easy. All you need is your National Insurance number and your benefit award letter.

“You can apply online, over the phone, or by email. Citizens Advice can help you make the application, or you can speak to your midwife or health visitor for support.

“And if you know anyone you think needs a Healthy Start card, please encourage them to watch our new video and find out more.”

You can find further information and details of how to apply for Healthy Start here.