Campaigners Call for Stronger Reforms to Tackle Baby Formula Crisis
The Competition and Markets Authority (CMA) investigated the baby formula industry and found price rises unjustifiable. It issued recommendations including clearer retailer guidance and lifting the ban on using loyalty points for infant formula. However, the government did not accept all CMA recommendations. Prime Minister Rishi Sunak announced actions aimed at making infant formula more affordable and providing retailers with clearer guidance on loyalty points and vouchers, including the lift of the loyalty-points ban on baby formula.
Labour leader Keir Starmer supports better public health messaging to inform parents that cheaper formula brands are nutritionally equivalent to more expensive ones. The British Pregnancy Advisory Service described 2023 as a national scandal regarding infant formula affordability and access. Two-and-a-half years earlier, a Sky News investigation highlighted extreme measures families took to feed babies, such as stealing formula or diluting it.
Campaigners say more needs to be done despite some progress. Erin Williams of Feed UK calls for tougher action on marketing claims and pricing, while Emilie De Bruijn of Hartlepool Baby Bank notes the constant, rising demand and welcomes extended support like the National Breastfeeding Helpline. Radical proposals such as a price cap on baby formula are not being considered by the government. Campaign voices stress that all brands are nutritionally the same and urge continued steps to reduce costs and improve access.
