I hear the hon. Member’s point, but as I set out clearly, I understand that this is not a simple thing to do, and not straightforward. As she has offered, however, I suggest that she writes to the Under-Secretary of State for Public Health, Start for Life and Primary Care with that suggestion and the proposal from Mastercard. I have no doubt that my right hon. Friend will look into it and respond to the hon. Member.
I have been saying that it is complicated to shift to an auto-enrolment scheme under existing legislation. By contrast, the current scheme has seen increased take-up, with the switch to the prepayment card. We would not want to jeopardise that progress of increasing numbers of families enrolling on what is an important scheme. That is why the Government’s focus is on increasing the uptake and effectiveness of the existing scheme, so that more children can benefit from Healthy Start. I also assure the hon. Member for South Shields that the substantial level of investment in the scheme is in the order of £78 million per annum.
I was sorry to hear about the problems in getting access and responses to phone calls for people calling up for help with access to the scheme. It is clearly important for people to be able to get help, if needed,
to access Healthy Start. I understand that the average speed of answer for calls between 1 April and 10 May was 19 seconds, but I have asked officials to look further into the problems raised by the hon. Member for Stretford and Urmston (Andrew Western) regarding accessing the phoneline and accessing help.
Multiple channels of communication are used to raise awareness and encourage take-up of Healthy Start. NHSBSA actively promotes Healthy Start through its digital channels and has created free toolkits for use by healthcare professionals, local authorities and public health teams. NHSBSA uses a range of communications to raise awareness among parents and pregnant women. For example, it has attended maternity and midwifery forum events and placed advertisements in You and Your Pregnancy magazine, which is given to pregnant women in the first trimester, and the Bounty and Badger Notes apps. As officials confirmed to the House of Lords Food, Diet and Obesity Committee on 7 May, we also have plans to write to everyone eligible for Healthy Start to ensure they are aware of the scheme and to encourage them to apply.
As I said before, the Government are committed to promoting a healthy diet for our children. Healthy Start is an important part of the support provided by Government but it is only one aspect of how we are doing that. For our youngest children, the Government are investing £50 million in infant feeding support as part of the family hubs and the Start for Life programme. We support childcare providers with the cost of milk through the nursery milk scheme. We are also working with industry to improve the healthiness, marketing and labelling of commercially available baby food and drink aimed at those aged up to 36 months. Children of all ages also benefit from restrictions on the placement of less healthy products in key selling locations, calorie labelling on menus and upcoming landmark restrictions on multi-buy offers and the advertising of less healthy products on TV and online.
For school-aged children, we have the school fruit and vegetable scheme and free school meals. The Government have expanded free school meals to more groups of children than any Government over the past 50 years. We have introduced universal infant free school meals for all children in reception, year 1 and year 2. Under the benefits-based criteria, more than 2 million of the most disadvantaged pupils are provided with free school meals; in fact, the greatest ever proportion of children are receiving free school meals, with more than a third receiving free lunches compared with one in six in 2010. Furthermore, a crucial backdrop to this debate
is the latest fall in inflation—because we know that the best way to help people with the cost of living is to bring inflation down.
Infancy and early childhood is a crucial time for establishing food preferences and dietary patterns. Giving children a healthy start in life is critical to health outcomes throughout childhood and adulthood. The Healthy Start scheme is one of the essential ways in which the Government support our most vulnerable families to give their children the best start for a healthy life. I welcome colleagues’ interest in the Healthy Start scheme and assure them that although our approach may be different from the one that the hon. Member for South Shields argues for, we are committed to making sure that the children who most need help get it.
3.23 pm