"I think, with the changes in the NHS, it's an opportunity to realise how ‘any willing provider' could be involved and supporting that strategy," he said.

NPA chief executive Mike Holden welcomed the initiative as a step further in pharmacy's work to boost healthy living. And, while the £40 price tag could prove a "challenge" for Sainsbury's, he stressed that pharmacies should not be afraid to charge for services.

"I think [private income] is becoming increasingly relevant," Mr Holden told C+D. "If you're not getting commissioned by the NHS, there's an opportunity to provide access to services privately and we should be seeking out those opportunities."

The verdict

"I think what they're doing is very good. But it does worry me that it may spread health inequality, where those who can pay will get a better deal than those who can't. What we need to do is to make sure this becomes a commissioned NHS service." Graham Phillips, owner, Manor Pharmacy Group (Wheathampstead) Ltd, Hertfordshire

"We welcome this initiative as an excellent example of pharmacists developing innovative new services to help families improve their health and lead healthier lives." Lord Howe, pharmacy minister, Department of Health

"The evidence from this service adds to the increasing portfolio we've got to show pharmacy is well placed to support the health equality agenda and make those lifestyle interventions." Mike Holden, chief executive, NPA

Sainsbury's to roll out £40 healthy living programme

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