Iceland Foods is taking its commitment to ‘Doing it Right’ seriously by calling for immediate change to legislation restricting the promotion of price cuts on infant formula by retailers. This call also includes reversing regulations that prevent infant formula from being purchased with loyalty points, store gift cards or food bank vouchers, or reduced in price to clear stock that is nearing the end of its shelf life.
The company is also calling on the government to review Healthy Start vouchers (currently £8.50 per week for babies up to one). These vouchers have not been increased in value since April 2021, and many low income families depend on them to buy formula, but they currently do not cover the cost of even the cheapest formula after recent price increases.
Iceland recently defied legislation by publicly announcing that it was cutting the price of formula milk at Iceland and The Food Warehouse stores in order to make customers aware of the savings on offer. This was in response to research, and in-store feedback, that found that the rising price of formula milk is placing unbearable pressure on parents, with most parents (86%) concerned about how to afford to feed their babies. During a cost of living crisis this manifests itself in families reducing feeding frequency, ignoring ‘best before’ dates or over-diluting formula to make it go further – all of which pose grave risks to infant health.
While indisputable evidence – including from the World Health Organisation – strongly recommends that breastfeeding is the best solution for the overall health and development of both mother and child, this isn’t an option for everyone. Many groups, such as adoptive parents, gay couples and those mothers who face challenges for medical reasons, simply aren’t able to breastfeed and must have access to affordable infant formula. Importantly they should also be able to access neutral and factual announcements pointing them to good value on infant formula milk.
Richard Walker, Executive Chairman of Iceland Foods, said: “The benefits of breast feeding versus using infant formula aren’t up for debate: this is about supporting the choices of UK parents as they navigate the cost-of-living crisis. We want the law to change so that retailers can help families feed their children. At Iceland we’ve already cut prices on formula, and by promoting this have defied regulations and attracted complaints. The government needs to show it is doing all it can to help people in the UK, and support retailers like us so that we can do our part without reprisals.”
Iceland Foods is calling for these immediate changes to the law:
- The Infant Formula and Follow-on Formula (England) Regulations 2007 are updated so retailers are allowed to tell the public when they reduce the price of formula.
- Allow customers to buy formula with loyalty points, gift cards or food bank vouchers.
Sign the Formula for Change petition here, or write to your local MP, to lend your support and effect change.
Prices on Iceland’s range of formula milks have been reduced by over 20% in line with hundreds of other household staples in stores, part of Iceland’s £26m annual investment to ensure prices stay low for customers.
