A £30 million support fund is being launched by Severn Trent to help families struggling with cost-of-living pressures.

The fund, which was announced on Wednesday (May 25), will help a further 100,000 low income families who are struggling by reducing the cost of their bills by up to 90 per cent.

It builds on the support the water company already provides to 215,000 customers.

Chief executive officer of Severn Trent, Liv Garfield said the company was pleased to help customers.

She added: "As cost-of-living pressures continue to rise, we’re acting now to support people struggling to pay their bills.

"Our customers have the second lowest bill in the UK, at around £1 per day, but we know that for some, paying this remains a challenge.

"I am pleased to announce a commitment today to help thousands more people on low incomes to reduce their water bills by up to 90 per cent."

According to the Consumer Council for Water (CCW), six per cent of people in the Midlands are classified as being in water poverty.

Water poverty applies to customers who spend more than five per cent of their total income after household costs on their water bill.

Emma Clancy, the chief executive of CCW welcomed the support from Severn Trent.

She said: "No-one should have to worry about being to afford their water bill, so we are delighted to see Severn Trent putting its hand in its own pocket to help thousands more low-income households at a time of real crisis for many people.

"Our independent review of water affordability set out a clear path to ending people’s worries over water bills and with the support of companies like Severn Trent and the wider water sector we can ensure people struggling to pay always get the help they need, when they need it most."

David Black, the chief executive officer of Ofwat, the body responsible for the regulation of water called other companies to do more to help.

He added: "No-one should have to choose between paying for water and paying for food.

"We're pleased to see Severn Trent recognising the increased pressure facing customers and acting now to help those struggling in water poverty.

"Other companies should look to do more to respond to the cost-of-living worries and we will be issuing new guidelines to signal the increased expectations of Ofwat and the public."

For more information and to check eligibility visit https://www.stwater.co.uk/my-account/help-when-you-need-it/