Dayna Brackley authors article for The Independent on rising formula prices and the need for urgent regulation.
Our Partner, Dayna, has written an article in The Independent examining how baby formula pricing and marketing tactics are driving up costs for parents—and what must change to better protect families.
The rising cost of formula is not just an inconvenience; for many families, it is a crisis. Research by First Steps Nutrition Trust found that some formula prices have increased by 31% in recent years, with ‘premium’ branding alone adding over £500 to the cost of feeding a baby in their first year. Meanwhile, follow-on and toddler milks—products public health experts say are unnecessary—continue to be aggressively marketed to parents, often with misleading health claims.
On 19th February, the Competition and Markets Authority (CMA) will publish its final report on formula pricing and marketing, following its damning interim findings. The key question remains: Will the government take action?
Here are two key areas that require urgent reform, as highlighted in Dayna’s article:
- Stronger regulations on formula marketing
- The UK must align its laws with the World Health Organization (WHO) Code, ensuring parents are not misled by aggressive advertising and branding tactics.
- Regulatory intervention on pricing
- The government should explore price caps and other regulatory measures to prevent formula companies from prioritising profit over infant health.
Parents should not have to navigate an industry that places financial barriers on essential early years nutrition. Formula is a necessity, not a luxury, and affordable access must be a public health priority.
To read the full article and learn more about the urgent need for change, click here.