Wed, 03 Dec 2025

Wed, 03 Dec 2025 Supermarket loyalty discounts to be allowed on baby formula

The government claims that parents who cannot or chose not to breastfeed could save £500 a year.

* Parents will be able to buy infant formula with loyalty points and vouchers in supermarkets.
* The government aims to make baby milk more affordable, as prices have increased dramatically in recent years (standard tin costs £12-£15).
* New measures include clearer guidance on nutritional standards for all formulas sold in the UK, encouraging retailers to provide this information.
* Retailers will be allowed to discount infant formula and use loyalty schemes, which was previously banned due to regulations aimed at promoting breastfeeding.
* The change is expected to save families up to £500 per year who cannot or choose not to breastfeed.
* Charities welcome the move, saying it will help lower-income families who were struggling to afford infant formula.
* Three companies (Danone, Kendal, and Nestle) make up around 90% of the infant formula market in the UK.
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