Tesco shoppers across the region are being urged to support a campaign feeding children in need during the summer holidays.

In response to concerning figures that almost a third of families (31 per cent) in the South West expressing concern over feeding their children during the school break, Tesco stores across Wiltshire are encouraging customers to contribute to their Stronger Starts programme.

The initiative encourages customers to top off their bill to the nearest pound during one week in July and another in August.

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All funds will be split between food charities FareShare and the Trussell Trust.

This summer, Tesco is also extending its pre-packed customer donation bags to all its large Wiltshire stores.

The bags, priced between £2 and £3, are already stocked with nutritious, long-life food items that customers can purchase at the checkout to donate.

After purchase, the food contributions are sent off to the two food charities who will then distribute them among community charities and struggling families.

The supermarket conducted research that shows that 11 per cent of parents planned to skip their own meals to ensure their children had enough.

The data adds that 10 per cent of families in the region have had to reach out to food banks — a high figure that Tesco aims to reduce with the initiative.

Claire De Silva, head of communities at the supermarket, said: "Too often families with too little support during the holidays see their children miss out on the good stuff every child deserves – not just for their physical health but for their mental wellbeing as well.

"If we all pull together over the coming months, whether that's popping a few tins into a food collection point, picking up a food donation bag in our stores or rounding up our grocery bill, we can make a difference to the lives of thousands of children, who, without support, could have a tough summer holiday."

The strain on parents' pockets could mean children will become less active and socially isolated during these school holidays.

The cost of activities and clubs during their time off from school are frequent barriers, with 37 per cent of families in the region admitting the constraint.

Alongside the scheme, the supermarket is also donating £1 million to FareShare and the Trussell Trust – two organisations that distribute more than two million Tesco-provided meals a month to communities in need.

Emma Revie, CEO at the Trussell Trust, said: "We are extremely grateful to Tesco for their generous donation and are excited to partner with them to launch these in-store summer activities, making it easier for people to support their local food bank throughout the holidays.

“Our network of food banks distributed more than 1.1 million parcels for children last year, almost double the amount provided just five years ago and this illustrates the unacceptable levels of hardship that many people are currently facing.

"No-one should need to turn to a charity for something as essential as food, and as we work towards achieving the long-term change needed, Tesco’s support this summer will make a real difference to families across the UK.”

George Wright, chief executive of FareShare, said: "This generous donation from Tesco will ensure we continue providing vital support to charities that rely on FareShare food to strengthen their local communities this summer."

A key feature of the campaign is the Stronger Starts grant programme, partnered with Groundwork UK.

The programme has provided £5 million since 2023 to equip schools and childrens' groups with food and activity supplies.

The aim is to not just feed, but also to support children’s physical and mental well-being during the summer.