Three South West local authorities – Devon County Council, Torbay Council and Cornwall Council – have become some of the first in the country to introduce automatic enrolment for Free School Meals (FSM). This milestone change means families who are eligible for FSM no longer need to apply. Instead, children will be enrolled automatically, ensuring no one misses out on the support they are entitled to.
For schools across the region, this is an important moment. Lucy Gittins, Consultant here at Litmus and a specialist in the education sector, works closely with many schools in the South West. She welcomes the development, particularly in light of rising levels of child poverty across the region. She explains:
“This is fantastic news for all of our clients. Schools will now receive a guaranteed level of revenue from pupil premium, which can be directed towards catering or wherever pupils need it most.”
The need for support is clear. According to research carried out by the charity End Child Poverty in conjunction with Loughborough University, 27% of children in the South West were living in poverty in 2023/24. In some local areas, the figures are even starker – 35% in Plymouth Sutton and Devonport, and 32% in Torbay.
The challenge: take-up isn’t guaranteed
While automatic enrolment removes a significant barrier, it does not automatically translate into higher meal uptake.
Lucy comments: “Entitlement doesn’t equal participation. Nationally, we see a big drop-off once pupils leave Key Stage 1. All children in England receive free meals in KS1, but from Year 3 onwards – when eligibility is based on household income – take-up falls sharply. We’re talking about around 70% in KS1 dropping as low as 30% in KS2. The question is: why does it fall so dramatically?”
Lucy is working with schools and caterers to close this gap, focusing on targeted marketing towards FSM-eligible students and their families.
Bridging the gap: Awareness, stigma and modern systems
One of the biggest barriers is understanding.
Lucy explains: “Many parents simply don’t know this entitlement exists. Also, they may assume the process is the same as when they were at school. Years ago, pupils entitled to FSM would approach the till with a slip of paper – it was quite obvious who they were. Today, everything is digital, discreet and far more sophisticated. No one can see who receives FSM and who doesn’t.”
This is particularly important in secondary schools, where stigma can be a major deterrent. Helping families understand that FSM is confidential and seamlessly integrated into cashless catering systems is a key part of encouraging take-up.
What caterers can do
To ensure pupils benefit fully from their entitlement, caterers should consider:
- Clear, accessible communication with parents about how the FSM system now works
- Campaigns that showcase the quality, choice and appeal of school meals
- Incentives, themed days or taster events to encourage pupils to try the offer
- Working with schools to embed FSM messages into their pastoral and well-being communications
How Litmus can help
We work closely with schools to ensure that every child entitled to a free school meal is actually receiving it. From reviewing data and marketing strategies to advising on communication, catering operations and pupil engagement, we help schools maximise the impact of automatic enrolment and deliver meaningful change.
Automatic FSM enrolment is a major step forward – but it’s only the beginning. Ensuring that pupils take up their meals, feel comfortable doing so, and benefit from nutritious school food requires ongoing support and insight. And that’s where we’re here to help.
If your school would like guidance on increasing FSM take-up or improving communication with families, feel free to get in touch with us here.
The Litmus team
