The proposals are part of the department's plan to modernise the welfare food system extending the availability of milk tokens to benefit low income households with additional vouchers for free fruit and vegetables as well as cereals and other products suitable as first foods for infants.

FPC chief executive Doug Henderson said: 'Healthy Start is an excellent initiative by the government and is entirely consistent with its whole approach to public health and the nutritional content of people's diet, focusing on a balanced healthy diet including a significant proportion of fruit and vegetables.' In the short-term, the scheme could prove a small boost to fresh produce sales as well as increasing consumption longer term.

Consultation on Healthy Start is open until December 13. For more information visit www.doh.gov.uk/healthystart