The Salvation Army is urgently asking for help, saying that the number of "everyday people" in need now is at its worst since the last recession.

The organisation has launched its annual Red Shield appeal, asking people to give more now than ever - because the number of families coming to them for help is unprecedented.

About 336 families go to the Salvation Army per week for help, with about 120,000 people helped per year.

Speaking this morning to TVNZ 1's Breakfast, Salvation Army Head of Welfare Services Major Pam Waugh said 100,000 New Zealand children "are in severe poverty".

"I think things have got away on us - housing prices are just horrendous, rent for people is very difficult to maintain on limited incomes," she said.

"It's not the myth of a benefit family with ten or twelve children, it's everyday people who are struggling.

"Food is the dispensible - you've got to get your rent paid, you've got to keep your power on, and so the things that they go without is the food or the medical costs or basic clothing needs for children.

"You see children coming to school with inadequate clothing .. and they're skipping meals so they don't get a lunch.