Information for retailers

Welcome to the Healthy Start retailer website. You can find information and advice about joining and operating the Healthy Start scheme here.

If you sell:

  • Liquid cows milk
  • Plain fresh and frozen vegetables
  • Plain fresh and frozen fruit
  • Infant formula milk

then we want you to take part in Healthy Start.

If you are ready to participate please click here to submit an application form.

 Change in packaging for infant formula

You may have noticed a change in the packaging for some brands of infant formula where some nutritionally complete infant formula (stage one formula) previously labelled as suitable 'from birth' or 'from birth to 12 months' is now labelled as suitable 'from birth to 6 months'. For infants aged between 6 to 12 months, some brands are promoting follow-on formula, to support an infant's development as part of a balanced diet.

Please note that Healthy Start vouchers can only be used to buy nutritionally complete stage one formula which is suitable from birth. This means that you cannot use your vouchers to purchase follow-on formula.

Healthy Start vouchers can be used to buy;

  • Plain cow's milk - whole, semi-skimmed or skimmed. It can be pasteurised, sterilised long-life or UHT.
  • Plain fresh or frozen fruit and vegetables. These can be whole, chopped, packaged or loose.
  • Cow's milk-based infant formula milk. This must be labelled as suitable for use from birth and satisfy, by itself, an infant's nutritional needs.

If you have any questions about which formula best meets the nutritional needs of your baby, please contact the formula company directly or speak to a health professional.

News flash

Vouchers can now be used for plain frozen fruit and vegetables as well as fresh. Remember Healthy Start retailers can only accept vouchers for Healthy Start foods - accepting them for anything else is against the law.

How does it work?

Your customers can use the vouchers in full or part payment for Healthy Start foods.

Customers might use more than one voucher at a time. Registered Healthy Start retailers can accept them for Healthy Start foods as long as all the vouchers they want to use are within their use-by date.


We have been alerted to a small number of counterfeit Healthy Start vouchers which are currently in circulation. We ask all retailers to carefully check vouchers before accepting them. It is important to check the vouchers you receive at point of sale. Any fraudulent, damaged or out of date vouchers will not usually be accepted for reimbursement purposes.

The counterfeit vouchers have certain characteristics that you can look out for:

If you have any doubts to the validity of the vouchers, please ask the customer to contact the Healthy Start Issuing Unit on 0345 607 6823 to confirm authenticity before you accept them.