Governments of the four nations (England, Northern Ireland, Scotland and Wales) have announced actions to alleviate child poverty caused by the cost of infant formula. You can find this here. We encourage you to read the government’s response directly; there has been some misunderstanding and misrepresentation of this in the media. [1]
Infant formula is a vital food source for many babies, whether by parent choice or not. In its response, the UK governments are seeking to ensure that families have access to the food they need, based upon their own choices, without being exploited or impoverished as a result.
This is, without question, a vital commitment that BfN supports, and one that is rooted in evidence: the Competition and Markets Authority (CMA) investigation (the final report is here), found that infant formula in the UK is over-priced, controlled and monopolised by certain corporations, and demand is fuelled by misleading advertising and claims.
Catherine Hine and Dr Sarah Turner summarise the response, the importance to many of the families that BfN support and what else may be needed to ensure the best possible implementation.
What’s the response of national governments to the findings of the CMA?
In a joint response, the four national governments have acknowledged the importance of supporting parents in their chosen infant feeding journeys, including supporting them to breastfeed where this is their wish.
The response outlines commitments to:
- support parents to access information they can rely on to make decisions about infant formula;
- encourage voluntary action by retailers to support price comparison and improved competition between brands;
- reinforce existing enforcement by supporting local authorities to exercise existing powers and clarifying existing guidance.
The response was described as a ‘non-legislative’ but the statement included a commitment to review this initial approach, dependent on the impact achieved.
What is the BfN perspective on this response?
As an organisation that provides trusted services in conjunction with local and national health services across the UK, we know first-hand that there are significant differences in the priorities and approaches of the nations. It would be easy to under-estimate how significant a joint stance is. We welcome the clear commitment to collaboration in developing a more supportive environment for all families in their infant feeding decisions.
BfN’s national services, including the National Breastfeeding Helpline, exist to provide evidence-based information to anyone needing support on infant feeding. Over one million people accessed our independent, evidence-based Drugs in Breast Milk Information alone in the past year. BfN’s vision is that all women and families have information and support to feed their babies as they wish. This is more complicated than it sounds. Although many families choose to formula feed, as the evidence shows, almost 80% of women in the UK stop breastfeeding before they want to[i]. We already support families who need more information about formula feeding, just as we support women seeking to reach their breastfeeding goals. There is significant overlap between these two groups, and we welcome the recognition of the importance of this support in the governments’ response.
Furthermore, the governments cite ‘clear, accurate and impartial’ information as the central pillar to empower parent choices about infant feeding, formula and spend. The information provided to parents will only be of value if it is provided by an independent source, free from any industry influence. A lack of such independence or perceived independence runs the risk of information resources becoming another avenue for marketing specific products or agendas, intentionally or not.
The independence that BfN and its partners have from industry influence is a key contributor to the trust that mothers, families and healthcare professionals place in our support. We commit to work with the governments to contribute our evidence, trusted insight and the lived experience of our network to revised messaging and materials, as well as helping get accurate information to families. We will continue to work hard and to innovate to ensure information reaches the most under-served communities in the UK, who -due to the financial pressures they face- stand to benefit most from more accessible formula.
Like others, we are impatient for change. Our volunteers work daily with women whose belief in their ability to breastfeed has been chipped away by pervasive formula marketing and in many cases are under enormous financial pressure to purchase the formula that they understand to be the best for their baby. Our volunteers have been those women. Our volunteers are often the solitary voice that tells parents that everything that a baby needs from formula is required, by law, to be in all formula – regardless of the price. That they will not be doing their baby harm by switching to a cheaper brand.
That must change.
What else is needed?
Change should not be rushed to ensure media coverage. We are encouraged that, in stating an intention to review certain elements of the CMA’s proposals prior to further action, the governments will seek to get this right.
Throughout the response, there’s reference to reviewing the need for legislative change. We urge the governments to set the milestone reviews and performance indicators – now- that will signal a need for a change in approach. Doing so will send a clear message that the governments continue to prioritise the wellbeing of babies and the ability of every family to meet their infant feeding choices, regardless of income.
Additionally, to ensure all families are truly supported to feed their babies safely, confidently and with consideration for the resilience of their feeding plans, it is vital that governments ringfence long term funding for high quality breastfeeding and infant feeding support for all families. This support must be consistent in quality, accessibility, as well as being free from any potential formula industry influence.
We look forward to working with the governments to put this important commitment to families into practice.
Further background: the CMA report
In February 2025, the CMA published the final report of their investigation into the UK market for formula. This was triggered by harrowing news that over a couple of years, parents had experienced price increases of 25% and more on formula, one of the highest increases in product margins on the supermarket shelves[ii]. The CMA observed ‘limited incentive’ for manufacturers or retailers to reduce their prices and parents have ‘strong brand loyalty and… would rather switch retailer than switch product’.[iii]
Already in the UK, there is regulation[iv] in place to ensure that all formula products are required to meet all the nutritional needs of a healthy baby.
In addition to the marketing that may frame certain brands as better quality, products aimed at healthy babies are sold at a premium because of the inclusion of additional ingredients. If there was a proven benefit to these additional ingredients for all babies, however, there would be a requirement for these to be included in all formula products. The CMA found that these misleading claims help to build the unwavering brand loyalty that parents have.
Concluding that the formula market is not functioning, the CMA recommended that government act to:
- Eliminate brand influence in health care settings
- Equip parents to make strong choices in retail settings
- Strengthen labelling and advertising rules and
- Ensure effective enforcement
[i] https://www.unicef.org.uk/babyfriendly/wp-content/uploads/sites/2/2017/07/Barriers-to-Breastfeeding-Briefing-The-Baby-Friendly-Initiative.pdf
[ii] https://assets.publishing.service.gov.uk/media/67b5b9d43e77ca8b737d3884/_Executive_Summary_.pdf
[iii] https://assets.publishing.service.gov.uk/media/67b5b9d43e77ca8b737d3884/_Executive_Summary_.pdf