Infant formula: government response to CMA market study
3rd December 2025
The UK Government’s long-awaited response to the Competition and Markets Authority’s (CMA) 11 recommendations on the formula milk market was announced today during Prime Minister’s Questions, with some welcome moves on supporting breastfeeding, but no real news on when the much needed action to strengthen the legislation on labelling and advertising will happen.
Sir Keir Starmer said parents had for too long “been pushed into spending more on infant formula than needed … We will take action to give parents and carers the confidence to access infant formula at more affordable prices… with clearer guidance for retailers and by helping new parents use loyalty points and vouchers,”
Some of the reporting of the proposals has been bizarre and misleading, partly because the Government statement implied that parents would make a £500 cost. In fact no price cuts were promised and the saving would only come if parents to switched to cheaper formulas. The permission to use loyalty points on formula was also being presented as a major advantage – even though their use was not forbidden, provided they are not linked to formula promotion (two for one offers, discounts etc.) Retailers just didn’t understand this so a clarification is welcome.
As the First Steps Nutrition Trust and Baby Feeding Law Group explain vouchers and coupons are not an equitable or meaningful solution to the unaffordability of infant formula by families on the lowest incomes. Here are some excerpts from the FSNT and BFLG.
“We are very disappointed that much needed action to strengthen the legislation on labelling and advertising and improve enforcement has been depriortised in the short term. In effect it means the Government is putting the onus on parents to navigate choices in the context of ubiquitous, aggressive marketing which a wealth of research has shown undermines safe and appropriate infant feeding and drives the purchase of expensive and unnecessary products. However good the information parents receive, it will continue to be drowned out by marketing unless this is reined in. Stronger, mandatory marketing restrictions on all formula milks, including unnecessary follow-on formulas and growing up/toddler milks and drinks, are needed to level the playing field across the formula industry and to properly enable all parents to make informed decisions on what and how they feed their babies.”
The Government has agreed that clarification of what constitutes advertising is needed and is supportive of ensuring that parents can use gift cards, vouchers, loyalty points and coupons in lieu of cash to purchase infant formula. While both measures are welcomed, it is vital to understand that vouchers and coupons are not an equitable or meaningful solution to the unaffordability of infant formula by families on the lowest incomes. This action is also not what struggling families themselves would prioritise.
The proposal to do more to support breastfeeding is very much welcomed and we await the promise of further action to prohibit ‘non-verifiable messages on infant and follow-on formula labels’ and further restrictions on advertising for follow-on formula. The CMA identified this marketing as an important part of the problem.
Retail outlets are being gently encouraged to make it clearer to parents that all infant formulas – the only product that is necessary for babies who are not breastfed – must, by law, meet the same nutritional standards
The Competition and Markets Authority (CMA) looked at the sector earlier in the year Currently just three companies, Danone, Kendal, and Nestle, make up about 90% of the infant formula market:
First Steps Nutrition Trust and BFLG Press release on Govt (1)
The UK government has just published its response to a Competition and Markets Authority (CMA) investigation into high baby formula prices, and media headlines suggested savings are coming. Unfortunately, the reality is more complicated – and far less generous. The Conversation Formula milk prices are not being cut as some claim – here’s what’s really happening Prof Amy Brown, and Aimee Grant, The Conversation
Infant formula: UK government aims to lower price but takes “baby steps” on marketing regulation
BMJ 2025; 391 doi: https://doi.org/10.1136/bmj.r2568 (Published 04 December 2025)Cite this as: BMJ 2025;391:r2568https://www.bmj.com/content/391/bmj.r2568.full
Infant formula: government response to CMA market study
The 4 nations response to the Competition and Markets Authority (CMA) market study into the UK infant and follow-on formula market.
Government response to the CMA infant formula market study
Press release
Government brings in measures to help tackle child poverty
Savings for families on baby formula as government brings in measures to help tackle child poverty.
- New government measures to curb the cost of living will help families buy more affordable baby formula
- Money back in parents’ pockets with loyalty points and vouchers
- Changes are part of the government’s upcoming child poverty strategy to give every child the best start in life
Parents will save up to £500 a year as government action on how baby formula is displayed will help them choose the lower price infant formula that is right for them.
It comes ahead of the release of the government’s child poverty strategy, which follows the major move by the Chancellor to lift 450,000 children out of poverty in the Budget.
The changes will help those who cannot – or choose not to – breastfeed their babies to provide them with the best possible start in life, alleviate child poverty and put hundreds of pounds back in parents’ pockets.
It follows a detailed market study from the Competition and Markets Authority (CMA) which found families opted for more expensive products and could be influenced by messaging on packaging that may be hard to verify.
Supermarkets and retailers will also get updated guidance, confirming the products can be bought using gift cards, vouchers, loyalty points and coupons – giving parents extra savings.
Speaking at PMQs, Prime Minister Keir Starmer, said:
Mr Speaker, our budget took important measures to tackle the cost of living. That’s why we have frozen rail fares, prescription charges and cut energy bills for every family by £150.
Today, we are going further. For too long, parents have been pushed into spending more on infant formula than needed – told they’re paying for better quality and left hundreds of pounds out of pocket.
I can announce today that we are changing that. We will take action to give parents and carers the confidence to access infant formula at more affordable prices.
With clearer guidance for retailers and helping new parents use loyalty points and vouchers, together that will save them up to £500 before their child’s first birthday.
That builds on our action to lift over half a million children out of poverty, extending free breakfast clubs and our child poverty strategy will be published later this week.
The measures in the publication today will most benefit lower income families and is one part of the wider child poverty strategy set be announced shortly.
Getting the right nutrition is vital in ensuring a baby’s healthy growth and development.
The CMA found many parents “naturally wanting to do what is best for their baby” would “actively choose a more expensive product, assuming this means better quality”.
However, NHS advice confirms it does not matter which brand you choose, they’ll all meet your baby’s nutritional needs, regardless of price because “by law, all infant formula sold in the UK must meet the same standards, which means they are all suitable for your baby’s growth and development”.
The action starting today will give parents and carers who cannot – or choose not to – breastfeed their babies the confidence to choose lower priced infant formula products which all meet the nutritional needs of their baby.
Alongside this we are investing £18.5 million this year in infant feeding services and breastfeeding through the Family Hubs and Start for Life programme. The programme provides funding to 75 local authorities in England with high levels of deprivation and aims to improve health outcomes and tackle health inequalities.
We have also extended the National Breastfeeding Helpline to provide round-the-clock support for families across the UK.
Health and Social Care Secretary Wes Streeting said:
New parents want the best for their baby, and it’s wrong that vague on-pack messages are leaving families out of pocket for an essential product.
It’s not right that manufacturers have been able to package up these products in a way that plays on the instincts of new mums and dads who are just trying to do what’s right for their child.
These new measures mean parents will have confidence in the formula they are buying, no matter the price, and can now make the most of supermarket loyalty schemes too.
It will put hundreds of pounds back into the pockets of parents, who can spend that money on their child, their siblings or household essentials – and is just one of the ways this government will end child poverty.
We are considering further support on enforcement and working closely across the devolved governments and with local authorities, to update guidance on how these products are marketed.
The UK, Scottish and Welsh governments, Food Standards Scotland and the Department of Health and Food Standards Agency in Northern Ireland are committed to working closely, in consultation with stakeholders, on this package and will keep this package of measures under review and consider whether further action is required in the future.