Win for Metro after regulator says vouchers should be used to buy baby formula

CMA has recommended parents be allowed to use vouchers and loyalty points to buy formula (Picture: Getty)

The Competition and Markets Authority has said parents should be allowed to use vouchers and loyalty points to buy infant formula – the focal point of Metro’s Formula For Change campaign in partnership with charity Feed.

The latest CMA infant formula study found that parents could save £300 if they switch to cheaper baby formula.

Many parents choose more expensive brands, believing it’s better for their child- despite all brands being nutritionally beneficial for babies.

Metro and Feed have been urging the government to urgently review their infant formula legislation and give retailers the green light to accept loyalty points, all food bank vouchers and store gift cards as payment for infant formula.

The clarification marks another positive step for Metro.co.uk’s award-winning Formula for Change campaign with infant feeding charity, Feed.

CMA’s study also recommended standardised packaging in hospitals; providing clear information to parents in healthcare and retail settings on the nutritional sufficiency of all infant formula; making it easier to compare prices of different brands; and extending the ban on advertising to include follow-on formula.

Sarah Cardell, Chief Executive of the CMA, said: ‘Every parent wants to give their baby the best possible start in life.

‘Many who need, or choose, to formula feed, pick a brand at a vulnerable moment, based on incomplete information, often believing that higher prices must mean better quality. This is despite NHS advice stating that all brands will meet your baby’s nutritional needs, regardless of brand or price.

‘Governments across the UK are committed to the tight regulation of infant formula for public health reasons.

‘Our proposals will also make it easier for regulations to be properly enforced while ensuring manufacturers and retailers can be more confident in what they can and can’t do according to law.’

Get in touch with our news team by emailing us at webnews@metro.co.uk.

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