The UK’s Competition & Markets Authority call for Fairer Baby Formula Pricing and Loyalty Discounts.

The UK’s Competition and Markets Authority has recommended that parents should be allowed to use loyalty points, gift cards, and vouchers to buy baby formula in all UK supermarkets.

It should be noted that price promotions and discounts on (stage one) formula will remain restricted to encourage breastfeeding, where possible.

The Competition & Markets Authority’s investigation found that switching between formula brands could save parents a significant amount of up to £540 a year!

Despite significant price differences, all infant formulas in the UK must meet the same legal nutritional standards, meaning lower-cost options provide the same essential nutrients as premium brands. However, many people don’t realise this and therefore still buy the known more expensive brands thinking it’s better for their baby.

Consumer group Which? states that formula brands making its product as superior should “be treated with scepticism” given, as noted above, all meet regulatory requirements.

Key Competition & Markets Authority recommendations include:

✅ Allowing parents to use vouchers, loyalty points, and coupons on formula purchases

✅ Hospitals providing formula in plain packaging to prevent brand loyalty from birth

✅ Clearer supermarket labelling to reassure parents that all formulas meet nutritional standards

With three major companies—Danone, Nestlé, and Kendamil—controlling more than 90% of the UK market, the Competition & Markets Authority is pushing for greater transparency and pricing fairness to ensure parents aren’t pressured into spending more than necessary.

Watch this space!