Our response to CMA infant formula prices report

Every child deserves the best start in life, and every parent deserves support to make informed decisions and the ability to access and afford adequate nutrition for their baby.

As highlighted by the Competition and Marketing Authority (CMA)'s latest report, the formula market is currently failing parents. This is also echoed in The Food Foundation’s tracking of formula prices since June 2023.

The suite of recommended actions by the CMA are hugely welcome, from clear information on the nutritional adequacy of all formula milks and standardised packaging in healthcare settings, through to impartial information, and importantly also bringing follow on milks within scope of existing advertising and marketing restrictions.

We have already seen some progress on this, with one retailer introducing shelf labels highlighting the nutritional adequacy of all formula, and the fact that stage 1 formula is suitable up until the age of one.

These new recommendations are a good step towards the UK strengthening its policies in line with WHO Code on marketing breast milk substitutes, and for helping parents navigate the options they have to feed their baby and protect them from misinformation.

While clarification in law on the use of loyalty points and gift cards for purchasing formula will be helpful for parents, it is critical that any updates to the policy do not weaken existing policies by opening the door for marketing tactics that can mislead parents into believing they are saving money.

Independent monitoring – free from the influence of formula companies – and with sanctions for those failing to comply, is going to be vital to ensure that the restrictions are adhered to.

Progress in implementation of the CMAs recommendations should be reviewed in 18 months, and additional pricing policies and sanctions that have previously been suggested by CMA as part of the package of policy solutions should be considered if formula prices and marketing continue to make it difficult for parents.

Commenting on the report, Hannah Brinsden, The Food Foundation's Head of Policy and Advocacy, said: "We know that how a child is fed in the early years can set them up for life, and these steps are critical for supporting that.

"We strongly urge the Government to take forward these recommendations and, in addition to improving infant feeding, we hope the Government also considers other interventions to support early years nutrition.

"This includes strengthening regulations on the marketing of commercial baby and toddler foods and expanding the value and eligibility of the Healthy Start scheme, which are both important for supporting healthy diets for our youngest citizens."

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