Young children and their families in the London Borough of Newham and London Borough of Tower Hamlets will be offered free access to swimming sessions following funding from the Kellogg’s Swim Active project and sports trust Greenwich Leisure (GLL).

The sessions, which are primarily aimed at non-swimming parents and their children, will run on weekdays during school holidays.

GLL’s swimming development manager Andrew Clark said: “A swimming pool can be a threatening environment for parents that are unable to swim.“ By providing an open session predominantly for families that can’t swim we hope they will take the opportunity to learn basic skills in a relaxed environment.

“Because of health and safety regulations it is usually difficult for non-swimmers to access pools. The Kellogg’s funding allows us to offer additional lifeguards and teachers so an even larger section of our community can enjoy the benefits of swimming.”

Delivered in conjunction with the Amateur Swimming Association, the Swim Active programme is part of a £3m investment over three years by Kelloggs to support swimming and its aquatic disciplines from grassroots to elite level.

Elsewhere, to coincide with the October half-term holiday, Greenwich Leisure (GLL) launched a promotion offering under-16-year-olds in London the opportunity to swim at any of its leisure centres for just £1.

The Kids for Quid initiative will run until the end of the year.

Mark Sesnan, chief executive of GLL said: “We’re delighted to be introducing the Kids for a Quid initiative. As the nights draw in and outside play is limited, swimming is a great way for kids to stay fit and active over the winter months. The scheme makes swimming a fun, affordable option for everyone."

GLL operates more than 50 public leisure centres in partnership with nine London boroughs.