A watchdog has proposed reforms for the baby formula industry after it found some brands were unaffordable for poorer families.
The Competition & Markets Authority (CMA) found that leading baby formula brands cost more than many family’s weekly benefit allowance.
The leading market formula Aptamil costs £300 more per year than Little Steps, the markets cheapest, it found.
The CMA said complicated labelling was inclining parents to buy more expensive brands.
It added that babies can get enough nutrients from cheaper brands and all formula companies were legally required to ensure this.
Following the report, the regulator called for clearer labels to notify parents that formulas include all necessary nutrients as well as giving parents easier ways to compare prices.
There’s growing concern about food prices in the UK, with the Food Foundation reporting a 24% rise in children under 4 experiencing food insecurity in January 2024.
The charity Feed responded to the report claiming that being without reliable access to infant formula can lead to unsafe practises.
CMA says more must be done to limit consumer vulnerability and spread awareness to the safety of cheaper formulas.
The regulator said restrictions on price promotions should still remain in place to not discourage breastfeeding.