UK Government to Allow Loyalty Discounts on Infant Formula to Ease Financial Burden on Parents
Published 3 December 2025
Highlights
- The UK government will allow the use of loyalty points and vouchers for purchasing infant formula, aiming to make it more affordable.
- The Competition and Markets Authority (CMA) recommended measures to help parents save up to £500 annually by choosing cheaper formula brands.
- The new policy will ensure all infant formula meets nutritional standards, reducing pressure on parents to buy expensive brands.
- The plan is part of a broader child poverty strategy, following the removal of the two-child benefit cap.
- Some CMA recommendations, like standardized packaging in healthcare settings, were not adopted.
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Rewritten Article
UK Government to Allow Loyalty Discounts on Infant Formula to Ease Financial Burden on Parents
In a significant policy shift, the UK government has announced that parents will soon be able to use loyalty points and vouchers to purchase infant formula, a move designed to alleviate the financial strain on families. This initiative, unveiled by Labour leader Keir Starmer during Prime Minister's Questions, is part of a broader strategy to tackle child poverty and follows the recent removal of the two-child benefit cap.
Addressing Rising Costs
The cost of infant formula has surged in recent years, with prices ranging from £12 to £15 per tin. The Competition and Markets Authority (CMA) highlighted that the inability to use loyalty schemes for formula purchases has inadvertently kept prices high. By implementing the CMA's recommendations, the government aims to save parents up to £500 annually by encouraging the purchase of nutritionally equivalent but cheaper formula brands.
Ensuring Nutritional Standards
Under the new measures, all infant formula products sold in the UK will be required to meet specific nutritional standards. This change is intended to reassure parents that they can confidently choose less expensive options without compromising their child's health. Health Secretary Wes Streeting emphasized that the new policy will prevent manufacturers from exploiting parental concerns about infant nutrition.
Policy Context and Reactions
The announcement comes ahead of the government's child poverty strategy release and has been linked to the recent policy shift on the two-child benefit limit. Starmer criticized the previous policy for increasing child poverty and expressed pride in measures that aim to lift children out of poverty. However, not all CMA recommendations were adopted, such as the proposal for standardized packaging in hospitals to minimize marketing influence.
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Scenario Analysis
The introduction of loyalty discounts on infant formula could significantly impact family budgets, particularly for low-income households. By making formula more affordable, the government hopes to reduce financial stress and improve child nutrition. However, the rejection of some CMA recommendations, like standardized packaging, may continue to allow marketing practices that influence parental choices. As the child poverty strategy unfolds, it will be crucial to monitor the effectiveness of these measures in reducing economic disparities and ensuring equitable access to essential nutrition for all infants.
In a significant policy shift, the UK government has announced that parents will soon be able to use loyalty points and vouchers to purchase infant formula, a move designed to alleviate the financial strain on families. This initiative, unveiled by Labour leader Keir Starmer during Prime Minister's Questions, is part of a broader strategy to tackle child poverty and follows the recent removal of the two-child benefit cap.
Addressing Rising Costs
The cost of infant formula has surged in recent years, with prices ranging from £12 to £15 per tin. The Competition and Markets Authority (CMA) highlighted that the inability to use loyalty schemes for formula purchases has inadvertently kept prices high. By implementing the CMA's recommendations, the government aims to save parents up to £500 annually by encouraging the purchase of nutritionally equivalent but cheaper formula brands.
Ensuring Nutritional Standards
Under the new measures, all infant formula products sold in the UK will be required to meet specific nutritional standards. This change is intended to reassure parents that they can confidently choose less expensive options without compromising their child's health. Health Secretary Wes Streeting emphasized that the new policy will prevent manufacturers from exploiting parental concerns about infant nutrition.
Policy Context and Reactions
The announcement comes ahead of the government's child poverty strategy release and has been linked to the recent policy shift on the two-child benefit limit. Starmer criticized the previous policy for increasing child poverty and expressed pride in measures that aim to lift children out of poverty. However, not all CMA recommendations were adopted, such as the proposal for standardized packaging in hospitals to minimize marketing influence.
What this might mean
The introduction of loyalty discounts on infant formula could significantly impact family budgets, particularly for low-income households. By making formula more affordable, the government hopes to reduce financial stress and improve child nutrition. However, the rejection of some CMA recommendations, like standardized packaging, may continue to allow marketing practices that influence parental choices. As the child poverty strategy unfolds, it will be crucial to monitor the effectiveness of these measures in reducing economic disparities and ensuring equitable access to essential nutrition for all infants.
