Superdrug has launched a new apprenticeship campaign and added its voice to calls for the British government to reform its “restrictive” Apprenticeship Levy.

The health & beauty retailer said its ‘Rise Up to Level Up’ campaign strives for progress in apprenticeship employment across the UK.

The campaign will see Superdrug employ 500 apprentices in 2023, double intake over the next three years and focus on five key areas where unemployment among the young is high but in which apprenticeship take-up remains low.

The campaign reiterates previous calls on the government by the British Retail Consortium (BRC) to reform the Apprenticeship Levy.

The retail trade association previously highlighted that £3.5 billion of Levy funds had expired under the government’s 'use-it-or-lose-it' scheme because companies were unable to meet "restrictive requirements" needed to draw on funds they have paid in.

Amy Davies, people director at Superdrug noted that the current restrictions have meant it has had to “turn away” 7,200 applicants who have “not met the strict criteria”.

She also noted that drop-out rates had increased to 30 per cent due to Superdrug being unable to be “flexible enough with our programmes or afford the right support when apprentices are in scheme”.

BRC chief executive Helen Dickinson said: “Now is the time for government to work with businesses to build an effective apprenticeship system which ensures a steady pipeline of talent and better supports apprentices, today and in the future.”

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