Rotherham Council to consider extending popular Baby Pack scheme
Each pack contains clothes, a toy, a book and other items useful during the first six months of life.
Rotherham Council is set to decide whether to extend its Baby Pack scheme after a survey found a high satisfaction rate among parents who received one.
A cabinet report due to be discussed on February 9 recommends recommissioning the scheme for up to four more years and launching an open procurement process to secure a provider to register families and deliver packs.
The scheme was funded as part of the council’s 2024/25 budget and is designed to give every baby in the borough a “fair and equal start”, while also linking families into Start for Life support through Rotherham’s Family Hubs.
All expectant families in the borough are eligible, with an average of around 2,700 babies born in Rotherham each year. Midwives play a key role in promoting the offer, raising awareness during maternity appointments and supporting parents to register, alongside online sign-up and birth registration routes.
The current supplier, Field Management Ireland, was appointed in November 2024 under a framework agreement running until 14 November 2026. Registration opened in January 2025 for babies due on or after 7 April 2025, with the first packs delivered from late March.
Council figures show 1,587 packs were registered and delivered between January and September 2025, with overall uptake at 85 per cent and rising to 94% in the summer. By the end of September, the council say 100% of packs requested had been delivered.
A recipient survey in September 2025 found 99% would recommend the pack. Parents rated pack quality at 4.82 out of five and the registration process at 4.87. The survey also found 78% said it helped them save money and 80% said it improved their awareness of Family Hubs and local support.
Officers say improvements could include earlier delivery, clearer information about contents and wider promotion. If approved, a new tender would be advertised in April 2026. The scheme would have a budget of £410,000 a year from 2026/27, plus inflation, an increase of £50,000 to maintain quality and item levels.