by Iceland Foods Ltd
May 25th, 2021
6 mins

Iceland has extended its giveaway of frozen veg to customers using Healthy Start Vouchers in its stores across England, Wales and Northern Ireland until the end of August 2021. The free veg, worth £1 for every Healthy Start voucher used in store, will boost the value of the vouchers ensuring families have easy access to great value, nutritious food right up until the end of the Summer Holidays.

In Scotland, families will receive the same offer of free frozen veg each time they spend £4.25 or more on a Best Start Foods card.

Marcus Rashford MBE said: “Long-term change comes from collaboration and every single one of us stepping up to play a role, big or small. I’m proud of what the Taskforce has achieved in this space collectively and I’m thrilled to see Iceland continue such a vital commitment to the cause with the extension of the Healthy Start voucher top up.”

Frozen veg offers the nutritional value of fresh veg but also helps to reduce waste and lasts longer, helping families manage their budgets whilst ensuring they have healthy food to hand. 

Iceland will report its findings and learnings back to the Food Foundation, which is working to support the implementation of the National Food Strategy recommendations. It will be feeding these learnings back to Government to inform the future design of the Scheme. Iceland hopes this will help to make a case for extending entitlement to the Voucher to more families.

Henry Dimbleby, Independent Lead of the National Food Strategy said: “It is fantastic to see Iceland extending its support for Healthy Start.  The evidence shows that supporting families with free fruit and veg can meaningfully improve the diets of children when money is tight at home.”

Richard Walker, Managing Director of Iceland Foods, said: “As a proud member of Marcus Rashford’s Child Food Poverty Taskforce, we are working with the Food Foundation and the Government to further support families by raising awareness of the Healthy Start and Best Start Foods schemes in our stores. We understand the continued pressing need to help from our interactions with millions of customers each week. At Iceland we have a long history of supporting our local communities and offering great quality, low cost food to help families across the country. We will continue to review our commitment to ensure we are able to support Marcus’ campaign to the fullest possible extent.”

Customers can choose from 25 varieties of frozen veg and can redeem the offer every time they use a Healthy Start Voucher or each time they spend at least £4.25 on a Best Start Foods card in store.

Iceland has a dedicated webpage supporting the scheme and is promoting the offer in store and online in a variety of ways. This includes a social media campaign supported by Marcus Rashford, newsletter updates to all Bonus Card customers and community level support via downloadable posters and leaflets for relevant groups. In store there will be dedicated point of sale information on the frozen vegetable cabinets to signpost to the free £1 veg initiative as well as door stickers, digital window posters and word of mouth promotion from in-store colleagues.

For more information on Healthy Start Vouchers visit:

For more information on Best Start Foods visit:


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