'It's just unfair' - Parents call for change in baby food market as charity warns of 'broken system'

Parents struggling with the ‘unfair’ cost of baby food have called for a change in the market.

Danielle Clarke, who has an eight-month-old son, told Sky News she was struggling with the “scary world” of motherhood.

“You have a baby and you literally think, ‘What milk should I buy?’ said Danielle, who lives near Chester.

“Do I buy the most expensive one because it is better, or the cheaper one to save myself some money?

“Is there a difference between the two? You have absolutely no idea and it’s such a scary world to be a new parent.”

Danielle’s mother Amy Hughes told Sky News at the time: “It’s just unfair – the whole thing has to be affordable and babies. All prices must be in equilibrium.

“It’s a real shame because it forces people who are really desperate to do things like steal and that’s wrong.”

It comes as leading charity Feed UK the Report from the Competition and Markets Authority (CMA). that calls for change in the formula milk industry – which it called a “broken system” – and aims to ease the financial pressure on parents who struggle to afford it.

Clare Murphy, co-director of charity Feed, said: ‘The rising cost of infant formula in recent years has hit those who can least afford it.

“We know that some mothers make sacrifices to purchase premium brands because they believe they are best for their babies, and guilt about not breastfeeding can play a key role in these purchasing decisions,” she said. “This has to end.”

Ultimately, she said, these proposals alone could not solve what amounted to a broken system.

“Despite this widespread need, infant formula remains stigmatized; Healthcare professionals face limitations in discussing it, and many women are left feeling like they have failed when they use it.

“We call on the government to take action.”

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One solution could be for the NHS to issue its own baby food, sold at a lower price than its competitors.

The CMA suggested that the government could “purchase infant formula from an external contract manufacturer at a competitive price”.

It could then “use an established brand name for its infant formula, such as ‘NHS’, or invest in establishing a new brand”.

Following a Sky News investigation which showed that high prices of baby food were pushing British families into crisis as they tried to meet the demands of feeding their babies, the CMA launched an investigation into the formula market.

Since then, the industry has started to lower prices and new budget baby food brands have entered the market.

Amid accusations that manufacturers are profiteering, one of the sector’s biggest players Danone, which owns both Aptamil and Cow & Gate, cut the price it sells a formula to retailers by 7% earlier this year.

Iceland boss Richard Walker told Sky News: “We were the first supermarket to take the bold step of cutting baby food prices and breaking a few rules in the process. I was happy to see several of our competitors following suit.

“There is no doubt that there is still work to be done, but the decline in formula prices in the market has ensured that more families have access to this essential product at an affordable price.

“Rest assured, we are monitoring the market closely and we hope to see changes to the rules around price promotion in retail, as suggested in the potential solutions proposed by the CMA today.”

The supermarket chain had previously cut the price of its SMA Little Steps brand, made by Nestle, to £7.49 per tub – with other retailers also cutting prices.

Last week, Cumbria-based Kendamil launched its own “cheap” brand of children’s milk called Bonya, which retails for £8.45.

For every 10 packs sold, one will be donated to In Kind Direct, a UK charity that supports families struggling to afford basic necessities.

Lidl has also introduced its own baby food priced at £7.09 per 800g, making it the cheapest on the market along with Aldi’s Mamia milk.

These measures have saved families money, but the overarching problem remains as, according to the CMA, prices of 800 gram infant formula increased by 18-36% across all brands between December 2021 and December 2023.

A spokesperson for infant formula charity First Steps Nutrition said: “Infant formula remains an expensive yet essential food item for many.

“Government action is needed to reduce prices more meaningfully across the board and in the long term, and to ensure accessibility for low-income families who need it, while protecting and supporting breastfeeding.

“Both Aldi and Lidl serve as examples of the cost savings achievable through the availability of a supermarket’s own brand infant food.”

Despite some progress, bottle feeding is still a staple that Chester charity Kidsbank regularly supplies to families struggling to afford to feed their babies.

Dee Denton, who heads the charity, urged politicians to investigate the CMA’s findings and take meaningful action.

She said the situation continues to have a devastating effect on the families they work with and on Kidsbank volunteers.

Speaking to Sky News, she said it was “heartbreaking in all honesty”.

“I don’t think there’s another word to describe it. The price of formula is incredibly high, so it becomes an unfeasible expense.

“I would urge them (politicians) to put themselves in the shoes of a family struggling to not only make ends meet but also feed their child.

‘All we want is for our children to be happy and healthy and that is something they have in their power to help support.

“There are so many opportunities to change this.”