The UK government is facing calls to implement more robust measures to tackle the ongoing crisis of unaffordable baby formula milk, despite announcing a series of limited reforms. This follows a stark investigation by Sky News over two years ago which exposed the desperate lengths families were going to in order to feed their infants.
Government Announces Initial Steps Following CMA Probe
Prime Minister Sir Keir Starmer has confirmed support for a package of measures designed to ease the financial burden on parents. The reforms, prompted by an investigation from the Competition and Markets Authority (CMA), include lifting a ban on using store loyalty points and vouchers to purchase infant formula. The CMA had previously described recent price hikes in the industry as unjustifiable.
Sir Keir also pledged to improve public health messaging to assure parents that cheaper formula brands are nutritionally equivalent to their more expensive counterparts. Addressing the House of Commons, the Prime Minister stated, "For too long parents have been pushed into spending more on infant formula. They were told they're paying for better quality and left hundreds of pounds out of pocket." He announced the government would take action to give parents confidence in accessing more affordable options.
Campaigners Say Reforms Don't Go Far Enough
However, campaigners and charities have warned that these steps, while welcome, are insufficient to resolve a deep-rooted national problem. The government has stopped short of accepting all of the CMA's recommendations, notably rejecting more radical ideas such as imposing a price cap on baby formula.
Erin Williams, co-founder of Feed UK, told Sky News that while the announcement represented progress, the Prime Minister needed to be "tougher on the baby formula companies" regarding their marketing and pricing strategies. She emphasised that the situation remains "stacked against families who just need to feed their babies safely."
Charities on the frontline report no let-up in the crisis. Emilie De Bruijn, founder of the Hartlepool Baby Bank, described demand as "constant and unmanageable," with parents "really feeling the pinch." She welcomed the extended support for the National Breastfeeding Helpline but stressed the need for continued action to reduce costs.
A Legacy of Desperation and a "National Scandal"
The current political response comes two-and-a-half years after Sky News first revealed the extreme consequences of the affordability crisis. Families reported resorting to stealing formula, watering it down, or using unsuitable substitutes like condensed milk. At the time, the British Pregnancy Advisory Service labelled the situation a "national scandal."
As the government enacts its initial reforms, the pressure is mounting to address what campaigners see as the root causes: corporate pricing practices and a lack of proactive, universal support for parents before and after birth. The consensus among advocacy groups is clear—the announced measures are a first step, but far stronger action is required to ensure every baby is fed safely.
